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.

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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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.