Marketing is not only about selling products; it is also about developing relationships, evoking feelings, and creating experiences that will have long-lasting impacts on people  at its core, marketing is story-telling driven by strategy. Marketing is how brands communicate with consumers…it is how brands communicate with consumers through storytelling, listening, and building trust amongst thousands of other brands in a world filled with choices.

Marketing was once a simplified version of advertisements via posters and commercials and word of mouth; however, it has now transformed into an integrated approach involving psychology, quantitative data, and creative thinking. Modern-day marketing is a series of stories being told by the consumer through their actions. Each time someone scrolls down, clicks on something, or shares something, they are telling the world their story. Therefore, the success of modern-day marketing will solely depend on how effectively marketers can capture these stories and showcase them as a part of meaningful brand experiences.

An important rule for successful marketing is to understand your target audience. Consequently, before anyone can promote anything, they must know their target audience, what they are looking for, or how they feel. Mastering these three questions will enhance the connection between the brand and the customer. Additionally, great marketing always initiates with an emotional appeal and then moves on to the logical appeal: emotionally engaging advertisements, clever slogans, and compelling videos.

The key to the success of many companies is blending the two sides of creativity and analytics. The creative side will capture the consumer’s attention, while the analytical side will identify the marketing tactic that is actually working. Customer analytics, social media metrics, and search engine optimization metric reports will allow marketers to strategically place ads/communications where their target customers are most likely to see them. It is important to assist as many marketers as possible in maximizing their impact through the use of analytics and strategic planning.