Why Innovative Marketing Wins Business Every Time

August 22, 2018

Get out of your creative thinking rut and say yes to new ideas.

Today, innovation is an expectation of consumer culture. Think about it in terms of your own behavior. When you’re with your friends, how often does someone say, “Have you tried this new restaurant?” or “I found this cool new company on Instagram you should follow.”

Word-of-mouth is one of the oldest and truest forms of marketing. It’s still the ultimate purveyor of innovative ideas in my book. So what is it that compels people to share products and places they think others should know about? And what is it that caught their eye in the first place?

It’s one thing to share something with a friend out for coffee, but today more than ever, many people are more likely to share with a stranger than a friend. Influencers want to be the one to discover the next big thing—and they damn well want the credit. So much so that they’re willing to risk their reputation for it, as we all know one negative comment or review can poke a hole in their authenticity.

The simple definition of innovation is to implement a new way of doing an old thing. This is something young companies naturally do very well. Today, many entrepreneurs are taking note of the consumer demand for transparency, higher-quality ingredients and materials, and even the need to feel like we’re making the world a better place. These entrepreneurs aren’t necessarily inventing new products, they’re reinventing them with a new brand, better message, and simpler shopping experience. Whether they can compete with the big dogs is one thing, but the fact that they’re disrupting industries is a huge win.

Innovation isn’t just for the up and comers. Take grocery shopping, for example. It’s an old thing. Same-day pickup and home delivery? That’s a new way. And guess what your best friend is going to do when she tries grocery pickup for the first time and loves it? She’s going to tell you about it!

Talk to any CMO today and you’ll likely hear the words disruptor, viral and product development. Marketing can sometimes feel like a never-ending quest to churn out newness, and the social proof of consumer demands is brutal. Gone are the days of fighting for a prime spot in TV Guide. Now we’re fighting algorithms and instantaneous feedback.

Consumers decide quickly and publicly if they like something or they don’t. A successful digital campaign can catch on and go viral or fail fast and hard. While failing isn’t the worst position to be in—some failures have themselves caught on, plus, at least you learned something—it’s also not a win. The middle territory of no man’s land, however, is a result every marketer dreads. You’re putting yourself out there and nothing is happening. You’re essentially failing slowly.

The science behind innovation in marketing is complex, but one thing’s for sure, marketers are expected to win. Innovative marketing doesn’t always and only have to equate to sales. Though it probably will. Exposure, reach, and brand awareness are also useful metrics for the health of a company. Many entrepreneurs just want to disrupt and be heard, trusting the sales will follow. Isn’t that what being an innovator is all about?

While success to you means something entirely different to someone else on your team, the ultimate win is to hang your hat on the one big idea or brand shift that changes the entire trajectory of a company. For business owners, for CEOs and CMOs, and yes, agencies too, it’s about making an impact that will be remembered for years.

Long-term business innovation takes extensive research and development, but creative thinking is the first step. This involves shaking things up in the office. Saying yes when you would typically say no. Giving your mind a change of scenery. Just this week at Commit’s office, we implemented an action plan for maximizing the strengths of our team members. We’re innovating ourselves! But in all seriousness, we’re really doing this for our clients. With people who never want to quit and creative minds that never stop, you better believe we’re going to make our mark.