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What is Reverse Marketing and how to use it

Is called Reverse Marketing, or reverse marketing, and consists in developing strategies far from the traditional and more widespread advertising and marketing logic. At the heart of this approach is the awareness that the The way consumers approach companies has completely changed in time.

The latter, constantly targeted by advertising communications and sponsorships, which they find on their smartphones, in their email inbox, on TV and in other moments of their daily livesthey lost interest and developed a hostile attitude and resistance.

For this reason it was necessary to find new ways to arouse curiosity and interest in order to push the consumer to spontaneously seek contact with the activity. Marketing in reverse, therefore: it is not the company that chases the consumer, but the customer who seeks out the company’s activities.

Let’s find out in detail what is Reverse Marketing and how it works.

Reverse marketing, how it works

Reverse marketing strategoa

In traditional marketing we see companies trying to communicate with potential customers, explicitly highlighting all your strengths, those of the products and services they offer and what differentiates them from other competitors. They do this through different advertising strategies, depending on the objectives they want to achieve, the budget at their disposal and the target audience they want to target.

A classic approach, although often carried out with digital tools and on web platforms, which, for a long time, has given excellent results. Today, however, it clashes with a prevailing skepticism developed by people, constantly bombarded by advertising messages of this type.

Arousing their attention, surprising them and capturing the curiosity of the public has become extremely difficult. For this reason, companies and marketers have started looking for new ways to break the barrier of indifference and be able to achieve results.

It is increasingly difficult to attract the public’s attention, arouse amazement and curiosity

From here reverse marketing is born, a completely unconventional approach to communication, which makes the customer the protagonist and which aims to create engaging experiences. The most used tactic is to send conflicting messages that sometimes seem to go against the company itself, asserting limits on services and products, communicating prohibitions or making explicit invitations not to buy.

Reverse marketing strategies, why they have proven successful

Reverse marketing

Companies that have adopted reverse marketing have managed to achieve good results, not only in terms of sales, but above all in visibility.

Il reverse marketing It is based on reverse psychology, then try to offer stimuli that generate an opposite response to what is stated. For the principle of psychological reactancethe human tendency not to do what is imposed on them, the public tends to do the exact opposite of what is suggested or even forbidden.

What might appear to be an unwise action on the part of the company is, in reality, the result of a precise strategy and in-depth market research. To obtain the desired results, it is important that the communication action is based on careful research and market analysis.

To be able to provide the right stimuli, in fact, it is necessary know your target of reference, his needs and values, his interests and the communication tools he uses most. In this way you can implement an effective reverse marketing strategy, capable of creating amazement and leading to the desired action.

The objectives achieved are, in conclusion, the same as those pursued with traditional marketing.

Reverse marketing, practical implementation: success stories

influencer

Can be found several reverse marketing attempts, some of which have been very successful. This is the case, for example, of Clio MakeUp, a beauty influencer who founded her own company and which creates make-up and skincare products.

The founder of the brand created a video, published on her social channels, entitled ‘The products I regret having created’. A content that, first of all, has stunned web usersas he seemed highly self-critical of the company itself.

In reality, albeit with annoyed, polemical and apparently negative tones, Clio MakeUp has listed all the strong points of its products, encouraging the user to continue viewing until the end of the content and purchase. The results were not long in coming: the video went viral, gaining millions of views and thousands of likes, comments and shares.

Patagonia, a well-known company specializing in sportswear, also uses reverse marketing in an advertising strategy. In a highly successful campaign launched in 2011, the brand invited customers not to buy a certain jacket from the catalogue. Sales increased by 30%.

These strategies were replicated by other brands and, given the results obtained, there is no doubt that in the future we will see an increasing number of campaigns based on reverse marketing.

To know more: What it is and what is meant by digital marketing

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