Today’s consumer demands are changing almost as quickly as their TikTok feed, and the successful companies tend to be the ones that have a marketing strategy that can keep up. On this episode of The Yield, guest host Wittney Rachlin, CMO of Yieldstreet, and Ryan Alford, host of The Radcast, sit down for a discussion about entrepreneurship and financial marketing. They dive into the demands of today’s consumers and the marketing strategies that are the mark of some of today’s most successful companies.
[2:04] How is Radical changing the marketing landscape?
[5:54] Prominent trends in financial marketing lean into removing friction between customers and their money.
[7:47] How important is it for companies to have a mission that benefits the greater good and tie their marketing to it?
[9:18] The evolution of SEO into 2022, and what marketers need to do to keep up with it.
[13:27] The types of content that can be the leaders in 2022.
[19:00] Consumers are already numb to digital marketing ads, but what about influencer marketing?
[22:30] The evolution of social media marketing and where we believe it’s headed next
Racidal is one of the fastest growing agencies in the southeast, and it’s easy to see why. Radical has removed all bureaucracy, and according to Ryan they’re small but they play big. They’re changing the landscape because they’re not afraid to fail, and by challenging their clients to leverage the power of both content and social media with the art and science that is digital marketing today, Radical has formulated a successful combination of the approach with which they go to market as well as the ideal outputs that they have generated that approach for.
With clients that range from Verizon and Samsung to Firehouse Subs, Ryan has had up close experience with some of the most prominent trends in financial marketing. The finance industry has historically been behind from a marketing perspective, lagging in their offerings with apps, online banking and customer experience. But the companies that continue to move toward removing the friction that sits between customers and their money, whether that be accessing money when you need it and how you need it, are the companies that are seeing the most success in today’s financial environment.
And in that same vein of removing friction, companies that have a mission that benefits the greater good and tie their marketing to it are also experiencing greater success- if it is real. Consumers can see right through a marketing gimmick. And while some companies live and die by their SEO positioning, the old theme is still the same- branding has never been more important than it is today. Regardless of new ad targeting tactics, companies still need to raise intent and create emotional connections with their customers.
Which leads to questions about content- what types of content can be the leaders in 2022? According to Ryan, if you’re going to have content, it needs to tell a congruent story quickly and in a way that’s entertaining. As for podcasts, the advertising opportunity is huge because podcasts offer such niche targeting. As Ryan says, success comes when companies go where the eyes go, even if it’s to Tik Tok and Snapchat. Most consumers are already numb to digital ads, which means companies have to come up with better ways to educate and entertain more quickly. And while there has been an explosion in influencer marketing recently, Ryan is a little less impressed with this latest take on this sales tactic that has been around as long as marketing itself.
Social media is more crowded than ever, but does that mean that it’s going out of style? According to Ryan, not in the slightest. Social media isn’t going to go away, it’s just going to continue to evolve into what today’s consumers want. Just like kids today are more interested in the color of skin on their Roblox characters than in what kind of tennis shoes they’re wearing (Air Jordans, anyone?), the demands of today’s consumers, not those of 30 years ago, are going to continue to shape companies’ approach to marketing. That’s why we at Yieldstreet are continuing to evolve with the latest trends and offerings available to consumers today. Learn more at www.yieldstreet.com.
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