Does every action have a consequence? We believe so. At our luxury marketing agency, we can use a wide range of metrics to assess the impact that any particular campaign may have. From impressions and CTR in SEO and PPC to likes comments and shares in social media management, the digital sphere has allowed us to gain greater insights into how content is consumed and interacted with and, ultimately, how this leads to our digital marketing goals.
Newton’s Third Law
Taking the idea of the consequences of an action and how this can be felt we can turn to one of physic’s great sons: Sir Isaac Newton. Formally stated, Newton's third law is: For every action, there is an equal and opposite reaction. The statement means that in every interaction, there is a pair of forces acting on the two interacting objects. ... Forces always come in pairs - equal and opposite action-reaction force pairs.
The Ripple Effect
How can we relate this to marketing? Well, let’s look at the ripple effect. The ripple effect often begins with a single idea, comment or endorsement that gains attention and starts the ball rolling. Ideas expand quickly, and the attention they get can expand from a trickle to a raging river nearly instantaneously. Although some ripple marketing takes on a life of its own, there are ways to begin the trend slowly over time. Planting the seed of positive commentary, useful content and enticing campaigns create interest. Campaigns that keep the brand front-of-mind, while ensuring that it maintains its original image or status, are some of the most effective.
Once the trigger event has occurred, it is up to the us to maximise its impact and extend its lifespan as much as possible. Once the ripple effect has begun, it is the task of the marketer to enhance its spread while remaining out of the way to allow it to take its natural course. Nothing can bring the ripple effect to an end faster than off-message campaigns that interrupt the course of events already in motion.
Technology has made it easier to create a following in some cases. The many forms of marketing made possible by online points of contact such as email, tweets, smartphones help the marketer to keep in contact with the consumer on a more regular basis than print or broadcast marketing ever could. As a result, a product and its marketing can become a part of everyday life for the consumer who is kept in the loop through a carefully designed and consistent set of messages and interactive initiatives. These tools create high-tech word-of-mouth marketing that ripples through the target segment and provides invaluable exposure for the brand.
Lasting Effects
The lasting effects of a marketing ripple effect can pay dividends for years to come. Understanding who your market is and how to best attract them without bombarding the marketplace with adverts is the key to the ripple effect theory of marketing. Ideally, a successful use of the ripple effect has your consumers promoting your products for you with very little investment or long-term effort on your part.
Sustained campaigns, bring about positive impacts and changes creating enough buzz through a sustained multi-channel approach can help to maximise the impact of the ripple effect. Building and applying consistent messaging and branding across channels helps to sustain the crescendo and maximise its reach. For more information about how our luxury digital marketing agency can help your business grow, contact our team via hello@theluxurymarketingagency.com
