marketing savvy

Today’s digital marketing environment can be a bit intimidating for those who are unfamiliar with how to tackle so many different options for where to reach consumers. But one of the wonderful things about the marketing scene being so full of platforms and users is that, through the right lens, opportunity can be found just about anywhere. Savvy marketers are experts at finding niches that other brands haven’t landed in or ways to reach consumers in a more genuine and authentic way than ever before. How do they do this?

In reality, this concept is fairly simple. Savvy marketers capitalize on exactly what the title infers — their instincts and general know-how of how the industry works and where to find the right consumer opportunities.

For many of these professionals, the idea is simply to think like a consumer and to employ the skills of observation. Opportunity exists virtually everywhere — the success of capitalizing on this opportunity comes from creativity and the ability to act quickly.

Let’s say that a marketing professional who works with clients in the beauty space happens upon a new podcast. The podcast, which is hosted by two younger females and focuses on empowerment and topics that are meaningful to millennial women, is relatively new and has a small following. But the marketer notices that the podcast is attracting a large following on social media (she knows this because she took the time to look up the podcast’s platforms) and is garnering a lot of positive reviews on Apple Podcasts.

All of these are indicators of success and, most importantly, listener engagement. Even though the niche may be smaller (for now), since the podcast is newer, the engagement of its listeners might make an investment into some advertising opportunities worthwhile. Where some brands may be turned off by anything that doesn’t boast thousands of followers, some marketers know that value often comes from micro channels of highly, genuinely engaged users more than a platform with inflated reach numbers.

Knowing where to look for opportunity is half the battle when it comes to marketing. Brands may also do well to do some experimentation if they are unsure that the risk will be worth the reward, in the long run. Starting small and setting actionable metrics to track can help set a way forward for a brand seeking more opportunities in front of new audiences.

Savvy marketers also know that soliciting feedback from their target market is also an important part of seeking out opportunity. Putting out surveys or, better yet, having conversations with audience members can shed light on what consumers are looking for and what is missing from the typical brands they spend their money with.

Finding opportunity isn’t about staying the course and doing things the way they’ve always been done. Stepping outside of a comfort zone, trying new things, and daring to try things that others are wary of are ways that can help a brand break through into success. Of course, smart decisions must be made when trying something new. However, smart marketing professionals know that without risk there is no reward, and finding a niche is now easier than ever thanks to the far-reaching effects of specialized, custom content designed for a specific target audience.

Looking to try something new? Go for it! Do the research, ask the right questions, and find ways to experiment with a new platform or a new piece of content. You never know what opportunity may be waiting just around the corner.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.