what is it, what are the benefits and differences for anti-advertising – WAU
Running after the user is not a simple task and does not always generate great results. Therefore, it is necessary to develop strategies that alter this order. Reverse Marketing seeks exactly that: to make consumers start looking for your company in search of your product and / or service.
Within Marketing, the most common and traditional process is for the company to seek the attention and resources of consumers. In recent years, however, this behavior has been changing, requiring more creativity from companies and, mainly, less aggressive strategies and make the opposite way happen.
This is Reverse Marketing, which seeks to make the consumer starts looking for the service and / or product offered by a company, all in a more organic way.
The logic of this strategy is to be less invasive and aggressive, placing your brand in a more natural way in the routine of the potential customer and, in this way, getting your attention.
In a highly competitive market, it is essential to be aware of the user’s behavior and, consequently, do the utmost to ensure that he has the best possible experience when contacting your company.
So, do you want to know more about Reverso Marketing? In this text, we will cover:
Continue reading to get your questions answered!
What is Reverse Marketing?
For a long time, the traditional path within Marketing was to take a company’s services and / or products to the consumer, using advertising as the main tool.
The customer, however, no longer wants traditional ads and that’s where Reverse Marketing comes in, aiming to attract users in a different way.
In practice, therefore, Reverse Marketing happens when the consumer starts to have the initiative to look for the services and / or products that a company has to offer.
In search of a solution to a problem or demand, the customer goes after the brands that best fit his search, reversing the more traditional search order.
The digital transformation has helped in the consumer empowerment process, allowing them to have more voice and more sources to find what they want.
A search on a search engine is an example of this, both to show the power of the current user and to show one of the most common channels within Reverse Marketing.
Whether on Google or Bing, the user types in the space to search what he is looking for and the companies struggle to fit this demand. The focus is no longer the exaltation of what it has to offer and the insistence that the customer make a purchase, focusing on the benefits that the service and / or product can result.
However, it is important to understand that Reverse Marketing is not to make a negative advertisement about your brand, but to modify the approach of your communication, attracting the consumer in a more subtle – and efficient – way, creating campaigns, ads and materials in which the focus is not exclusively a product and / or service.
What is the difference in relation to anti-advertising?
For a Reverse Marketing strategy to be applied correctly, it is important to understand its difference in relation to anti-advertising.
The first aims to improve sales, however, it simply uses a different approach, focusing on highlighting the benefits and advantages of buying a certain product.
Anti-advertising happens when a ad, or campaign is done to show that a service, or product is bad. The most common case is the use of cigarettes, in which the World Health Organization (WHO) invests heavily in advertisements that highlight the harmful effects of the product, making consumers aware of not using the substance.
The two concepts, therefore, are completely opposite, from the execution to the final objective of each one of them. Reverse Marketing is less incisive and more subtle to show the benefits of an item.
Anti-advertising is the opposite: in a very aggressive way, the idea is to show the harm of a product or service.
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What are the main benefits of this strategy?
Applying this strategy is, therefore, a way to strengthen your brand image before the market and, of course, customers.
To highlight the importance of Reverse Marketing, we list the main benefits of applying this concept within your organization. Check out!
It is not based on coercive strategies
The consumer is tired of traditional advertisements and advertisements, which interrupt what he is doing to show a product or service. The advantage of Reverse Marketing is, therefore, the fact that it is not based on these coercive strategies, that is, investing in more subtle actions, which fit naturally into the client’s routine.
Content Marketing, for example, can fit into this strategy, with the production of relevant materials to help consumers identify and solve a problem or demand.
In this case, the idea is to help the consumer, not just offer your product and / or service in search of a sale.
Strengthens customer relationships
Thus, a closer relationship with the consumer is created, which can identify when a company is just trying to push a product or really wants to help with its problem.
For those looking, for example, to increase the loyalty rate, this tactic can be quite efficient.
Instead of flashy and repetitive advertisements, the company that applies Reverse Marketing ends up standing out in the eyes of the consumer.
After all, amid the ads that bombard him daily just to encourage a purchase action, he now has contact with material that will guide him in relation to the best choice to be made.
Improved brand image
Consequently, your brand is seen in a more positive way. By failing to encourage consumers to simply buy your product and / or service and show the benefits and advantages of purchasing what you have to offer, your brand image tends to come out even stronger among other potential customers.
What are the best tips to put Reverse Marketing into action?
The advantages are many and impactful, right? So, how about knowing how to put Reverse Marketing into practice within your company and reap all the benefits and advantages generated by the strategy?
To help you in this task, we have separated a list with the best tips to put Reverse Marketing in action. Check out!
Evaluate the current image of the company / product
Before applying Reverse Marketing, it is necessary to make a complete assessment of the current image of your company – or certain products and services – currently.
From this research, it is possible to better understand which points need to be improved and those that are already working.
Therefore, you can establish goals and objectives so that this strategy really contributes to the development of your company when it is applied.
What do consumers think about what you offer? These answers can guide your Marketing plan to the right path.
Know your target audience in depth
Then, it’s time to get to know your target audience in depth, that is, those consumers you want to impact. Only then will you know what desires, demands, problems and solutions your user is looking for. Determine your persona and know exactly what to offer to create successful actions and campaigns.
In this way, the consumer is impacted more efficiently, leveraging his strategy and increasing the chances of achieving a conversion, for example.
Make sure you are allowed to contact customers
Another important point today – and that is part of what Reverse Marketing preaches – is to be as less invasive as possible.
So, in addition to more subtle ads, it is essential to offer consumers the possibility to refuse or accept a campaign, which will earn you points with them, especially in a time full of ads and campaigns.
Offer values in line with what customers want
Therefore, in addition to gaining consumer confidence with campaigns that go according to their pains and less intrusive actions, it is important to offer products and / or services that go according to what they are looking for.
Without this tuning, investing in Reverse Marketing strategies will do no good. So make sure you’re offering really useful information to the consumer.
Thus, it is possible to think about applying Reverse Marketing strategies within your organization, especially for those who have the freedom to test new actions and campaigns.
With the correct execution, the benefits will be numerous for your company, attracting more and more loyal consumers to your brand.
Reverse Marketing, however, is just one of several strategies that can help your company attract more customers. How about, then, get to know other actions in the area and find the one that best fits your business model? Find out which are the 82 main types of marketing, explained and with visual examples for you!