It seems that today’s marketing tactics are becoming more inclined to pushing the good ol’ controversial envelope. As I watched this year’s MTV Video Music Awards, I couldn’t help but to think of how many hair raising marketing tactics that the network had conjured up for ratings. Let’s just say that this year, they did not disappoint.
Controversy is no stranger to marketingAs I sat there in complete awe of the obscurity of what was on my television screen, I realized that the old adage of “there’s no such thing as bad publicity” could still be true, perhaps more so now.
After dwelling on this, I realized that whether controversial or not, marketing tactics all derive from the genius of yesterday. What I mean by this is that no matter how fresh these strategies may seem, they all harken back to the basics of Marketing 101.
Here are a few examples:
‘N Sync’s Back! This year, the ‘90s boy band ‘N Sync reunited on stage for their first performance in an entire decade. Despite rumors of a highly anticipated reunion tour of the group, the band members admitted that they reunited only to give congrats to their famous bandleader’s lifetime achievement award.
The Marketing Tactic: Relating to your audience
Although audiences are inclined to seek out fresh content, there is also a tendency for them to gravitate towards something nostalgic. This drive towards something of the past comes down to being relatable.
Same Love: Despite “Thrift Shop” being their greatest hit to date, Ryan Lewis and Macklemore performed “Same Love,” an ode to equal rights for same-sex couples.
The Marketing Tactic: Engagement
Before the advent of social media, writers and marketers of all backgrounds recognized the importance of engaging their audiences. Although it’s not advised for a business to take a stance on any social issue, engagement can definitely be spurned on by the opinions of followers on these types of subjects.
Oh Miley! Former Disney star Miley Cyrus made an attempt to bring controversy to the forefront with a very risqué performance.
The Marketing Tactic: Controversy Sells
It’s no secret that controversy is a very powerful branding technique. Using anything that can be construed as offensive or risqué can either hurt or expand a business. Controversy is a bold strategy that addresses the need for attention. The downside of this tactic is that it is only as current as the present news cycle and that it is a marketing tactic that you will have to reproduce time and time again.
Marketing is a continuous process of development, yet many of the tactics used today are no different than those used in earlier years. Are there any marketing strategies that you believe will stand the test of time? Comment below with your thoughts!
Photo Credit: Elvert Barnes
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