Marketing Development

Marketing Development Tools 

In practice, our focus lies particularly on how to make our marketing more innovative. There are various ways of achieving this, depending on the target audience and the intended reach.

Videos

Dynamic videos tend to engage recipients more effectively than static posts, as they convey a greater amount of information and are therefore more likely to communicate content that aligns with the recipient’s interests. They are also relatively easy to process and require little effort to perceive. Elements such as visuals, music, or pacing may appeal to the audience, meaning there are typically more aspects to appreciate compared to static content. Furthermore, videos help address the limited attention spans common among younger audiences today. By producing video clips, it becomes possible to ensure that all key and relevant aspects of an offer are effectively communicated to the audience. 

Hashtags and keywords

It is widely recognised that keywords form a fundamental basis for success in social media and search engine algorithms. They act as a bridge between users, technology, and content, helping to categorise and structure information so that it does not simply appear as another generic or machine-interpretable post. The effective use of hashtags and keywords can significantly enhance promotional outcomes by increasing content discoverability and reach. In addition, hashtags and keywords are often concise and memorable, which makes them particularly effective from a communication perspective. For this reason, they can serve as a core element of content design. Developing a unique hashtag can be especially valuable, as it allows an organisation to be associated with a recognisable slogan that audiences are willing to share, thereby generating organic and essentially free promotion.

Content marketing

Although many individuals today primarily engage with dynamic and short-form content while scrolling through social media feeds, some still appreciate longer formats that offer additional value. Content-rich, non-strictly promotional formats such as blogs should therefore not be underestimated. This is particularly important given that ELSA is an academic association. As a marketer, responsibility lies in ensuring that both external stakeholders and members receive what they have signed up for, namely professionalism, academic stimulation, and opportunities for personal development. 

Interactive content 

While personalisation helps establish closer connections with the audience, interactive content plays a key role in engaging individuals more directly and making the organisation’s presence more appealing. Even as adults, many people are still drawn to engaging with interactive elements such as colourful quiz buttons or animated GIFs. Small features of this kind contribute significantly to brand building, and the more attractive and enjoyable the content appears, the easier it becomes to initiate meaningful interaction with the audience.

Stories

Instagram, Facebook, and LinkedIn Stories are not a new concept; however, they can be a key element of a successful marketing strategy. This is because they are, as previously discussed, short, interactive, and convenient to consume. They are also generally quick to produce. As they are temporary, they can include more immediate and content-focused updates, which is particularly valuable for recipients who expect fast and relevant information. In addition, their ephemeral nature allows for experimentation and testing — enabling an organisation to explore which types of content resonate most with its audience. Finally, Stories can be saved and displayed permanently on an Instagram profile in the form of Highlights. Although these do not appear directly in users’ feeds, they can be highly effective when individuals choose to visit the profile.

Group Chats

Group chats are currently among the most effective communication channels, particularly for local groups. This is because they enable direct interaction with the audience and allow for a level of attention and responsiveness that it may expect. Moreover, messages in group chats are more difficult to overlook than posts in a social media feed. Once again, the key advantage lies in the familiarity that can be built, as well as the ease of identifying which forms of communication are most effective.

Omnichannel marketing

Omnichannel marketing has been highly relevant for ELSA for several years and will continue to be so, particularly as the online sphere expanded significantly during the Covid-19 pandemic and communication channels have become increasingly diversified. Omnichannel marketing refers to the use of multiple platforms to reach an audience. These platforms may be used simultaneously to target a specific group or, where feasible, to contact individuals through their preferred channels. As each person has different preferences, effective engagement requires adapting to their habits and communication styles in order to strengthen connection and appeal. It should also be noted that each platform attracts different user groups and therefore serves a distinct purpose. For instance, career-oriented individuals with an interest in networking, politics, academia, or science are more likely to use LinkedIn and generally expect a more formal tone. In contrast, platforms such as Instagram do not typically require the same level of formality, as users tend to prioritise visual content and ease of consumption.