Post by account_disabled on Jan 21, 2024 20:34:33 GMT 10
Oksana Levchenko , Product owner of TAS Life, touched on the topic of transformation of marketing during the war. This is quite a big topic that you can talk about for hours, because marketing is a complex tool. Oksana emphasized the main points that will be useful not only during war, but also in peacetime. This includes, in particular, the launch of new products and product updates. Because we believe that the war will end soon, and we will need to transform everything again for other realities. From the editorial office. Proven tips and the most interesting cases - collected for you in one place! Subscribe to our Telegram channel and receive a new dose of knowledge and advice every week! Positioning Positioning Brand voice: what should be the communication strategy? As for positioning, I want to say that the transformation of marketing took place during covid-19, when we first faced such complex challenges.
But we understand that this is a more difficult situation at the C Level Executive List moment, because many Ukrainians have left, the solvency of citizens has significantly decreased not only in Ukraine, but also in other countries. And to talk about some specific changes in marketing, of course, it is necessary in terms of niche, target audience. But again, I will try to talk in general terms about how to transform and update services during martial law and what needs to be paid attention to. As for positioning. Of course, we have a general concept of marketing positioning, but today I want to pay attention to social positioning, because all companies have charitable foundations, special projects, etc. And at this stage, the buyers, the target audience, especially at the beginning of the war, expected when, after all, and what would be the positioning of their company, which they follow.
What will be the official answer. Some companies simply did not give it. Some lingered. But in principle, the target audience made their own conclusions and understood exactly what the position was. Therefore, social positioning is now important for buyers, for the target audience, and most likely now in Ukraine, the company cannot be aloof from this topic. It cannot be neutral, let's say. For example, there are people in my circle who fundamentally do not study Russian in courses. In principle, they prefer to speak only in Ukrainian, so they refuse any Russian language courses. But when it comes to marketing positioning, it's what you do with the consumer's way of thinking. This is a marketing strategy aimed at making the brand stand out from the competition in the buyer's mind, perceived by consumers as incredible, trustworthy. You must understand how you differ, what your advantages are, how you position yourself in the market. This also includes tone of voice . Positioning is generally not a separate tool. This is the job of a content marketer, it's about branding.
But we understand that this is a more difficult situation at the C Level Executive List moment, because many Ukrainians have left, the solvency of citizens has significantly decreased not only in Ukraine, but also in other countries. And to talk about some specific changes in marketing, of course, it is necessary in terms of niche, target audience. But again, I will try to talk in general terms about how to transform and update services during martial law and what needs to be paid attention to. As for positioning. Of course, we have a general concept of marketing positioning, but today I want to pay attention to social positioning, because all companies have charitable foundations, special projects, etc. And at this stage, the buyers, the target audience, especially at the beginning of the war, expected when, after all, and what would be the positioning of their company, which they follow.
What will be the official answer. Some companies simply did not give it. Some lingered. But in principle, the target audience made their own conclusions and understood exactly what the position was. Therefore, social positioning is now important for buyers, for the target audience, and most likely now in Ukraine, the company cannot be aloof from this topic. It cannot be neutral, let's say. For example, there are people in my circle who fundamentally do not study Russian in courses. In principle, they prefer to speak only in Ukrainian, so they refuse any Russian language courses. But when it comes to marketing positioning, it's what you do with the consumer's way of thinking. This is a marketing strategy aimed at making the brand stand out from the competition in the buyer's mind, perceived by consumers as incredible, trustworthy. You must understand how you differ, what your advantages are, how you position yourself in the market. This also includes tone of voice . Positioning is generally not a separate tool. This is the job of a content marketer, it's about branding.