https://markatie.uk/scribblings daily 0.75 2025-11-19 https://markatie.uk/scribblings/more-than-the-one-with-the-colouring-pencils monthly 0.5 2025-11-19 https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/41114e8c-d36c-4228-b3f4-efb62d6200d3/CYkFOiQUwAAKDEw.png The Scribblings of a Madcap Shambleton - More Than the One With the Colouring Pencils - Seth Godin: “Marketing is no longer about the stuff you make, but the stories you tell.” Storytelling is not fluff, it is how humans understand the world, and it influences how they buy. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/b8ec2f3b-758f-4795-9bb8-1d9af6b5d8ee/Rory-header-landscape-nightlife-hd.webp The Scribblings of a Madcap Shambleton - More Than the One With the Colouring Pencils - Rory Sutherland (My lord and saviour): “Most economic problems are marketing problems in disguise.“ https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/631005f5-cea6-46e1-bf41-73364d58d9bd/quote-marketing-is-not-the-art-of-finding-clever-ways-to-dispose-of-what-you-make-it-is-the-philip-kotler-64-91-45.jpg The Scribblings of a Madcap Shambleton - More Than the One With the Colouring Pencils - Philip Kotler: “Marketing is the art of creating genuine customer value.” Not hype, not “posting more”, VALUE. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/b8f9741e-9c81-4ebf-ac32-32dcd75070e0/1744334304556.jpeg The Scribblings of a Madcap Shambleton - More Than the One With the Colouring Pencils - Peter Drucker: “The aim of marketing is to make selling superfluous.” Meaning: If marketing is done correctly, the customer already wants the product. https://markatie.uk/scribblings/0id5k2zkt3qkwhucvd48zu8l1vh2l0 monthly 0.5 2025-10-14 https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/39591dac-ca12-4f0d-a316-2e73d2004aea/Screenshot+2025-10-14+at+17.20.54.png The Scribblings of a Madcap Shambleton - The rise of AI – and why unprofessionalism is now encouraged - As an FYI - AI text detectors aren’t really accurate, but just for the sake of it.. It’s taken me about a week to write this blog, and it’s more of a rant than anything else, and a place to vent my concerns of the rise of AI use and people confusing authenticity with AI generated slop. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/317a371b-7032-48d5-a413-47710ae4576a/AI+Will+smith The Scribblings of a Madcap Shambleton - The rise of AI – and why unprofessionalism is now encouraged - Do you remember the pinnacle moment of AI just a few years ago — that cursed video of Will Smith eating spaghetti? Ah… those were the days. Fast forward to now, and with tools like Sora, it’s genuinely getting hard to tell what’s real and what’s fake, it’s equal parts impressive, and terrifying. It’s gotten to the point that just the other day my partner and I got caught by an AI video, the duo who never thought a computer could trick us got… (whats the past-tense of ‘tricked’?)… trunked? https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/8b55ad28-191c-4173-ba7f-d326dec04a83/IMG_1096.jpg The Scribblings of a Madcap Shambleton - The rise of AI – and why unprofessionalism is now encouraged - Because the truth is, AI isn’t killing creativity, it’s just holding up a mirror, and what we’re really reacting to… is the fact that it’s starting to sound a little too much like us. https://markatie.uk/scribblings/how-knowing-my-mbti-helped-me-optimise-my-work-life-in-marketing monthly 0.5 2025-03-26 https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/2af10185-5dd9-4185-87e1-c71aeb8585a1/myers-briggs-personality-test-review.jpg The Scribblings of a Madcap Shambleton - How Knowing My MBTI Helped Me Optimise My Work Life in Marketing - What is MBTI? The Myers-Briggs Type Indicator (MBTI) is one of the most widely used personality frameworks in the world. It’s based on the idea that we all have natural preferences in how we perceive the world and make decisions. It splits people into 16 personality types, based on four pairs of traits: → Introversion (I) or Extraversion (E): Where you get your energy from → Sensing (S) or Intuition (N): How you take in information → Thinking (T) or Feeling (F): How you make decisions → Judging (J) or Perceiving (P): How you interact with the world around you When you combine your preferences in each of these areas, you get your MBTI type, like ISFJ, ENFP, or INTJ. It’s not a rigid box or a life sentence. It’s more of a mirror: a tool to help you better understand how you operate, and how you might relate to others. Tip: If you’re interested in seeing what your results may be - There’s a lot of websites out there that offer the MBTI tests that take 30 minutes to complete - to only allow you to see your results if you sign up to their mailing list and give over a kidney, you can cut through that and ask ChatGPT or Perplexity to give you the quiz instead. https://markatie.uk/scribblings/culture-hustles-iwd-pricing-stunt-a-masterclass-in-awareness-driven-marketing monthly 0.5 2025-06-12 https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/1741518121059-B1T0BZQJWQYXO9NFQ4YH/Screenshot+2025-03-09+at+11.00.12.png The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/1741518120563-7JEPZB9SI0XV2IC44UN1/Screenshot+2025-03-09+at+11.00.20.png The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/1741518123790-TOWKMUE4WZUKQCPE1G85/Screenshot+2025-03-09+at+11.00.29.png The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/1741518124958-YQQWYRI3JKW4RLHZXM82/Screenshot+2025-03-09+at+11.00.39.png The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/1741518126610-9KS3Q1W4HC1G2MLQN451/Screenshot+2025-03-09+at+11.00.46.png The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/1741518128103-ZSSR396LE64FPBGDPL3H/Screenshot+2025-03-09+at+11.00.55.png The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/1741518130058-GCM1CHQZSPSSTGRSQLE6/Screenshot+2025-03-09+at+11.01.01.png The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/a0871578-a007-4397-9b73-e43ca6155d37/Culture+Hustle+Men+Tax+-+International+Women%27s+Day The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing - 2. It Ties Directly to the Issue A common IWD misstep is vague support without action. Brands post "we celebrate women" graphics while continuing to underpay female employees or overlook them for leadership roles. Culture Hustle’s campaign, on the other hand, forced participation in the problem. The message? If women earn up to 90% less in the art world, why should they pay the same for materials? It’s contextual marketing at its best, tying a pricing decision to a real-world issue affecting their audience. 3. It’s Action, Not Just Words This campaign took real action. By actually adjusting pricing, they demonstrated the unfairness of the pay gap in a way that affected consumer experience. People didn’t just read about the issue. They felt it on their website and at checkout. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/a138334a-efa5-45f9-92cb-4831b6406fb9/Culture+Hustle+Men+Tax The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing - The Risky Biz of Cause-Driven Marketing Of course, not every brand can (or should) do this. Cause-related marketing can backfire if: It feels inauthentic: If a company only engages in activism once a year, people will see through it. The message isn’t backed by real change: If Culture Hustle had underpaid women internally, this campaign would have been hypocritical. It alienates core customers without purpose: Some brands take a stance for controversy’s sake, without a strong tie to their values. There were a few people in the comments on Instagram who missed the purpose of this campaign, asking where the extra money was going to go to and if it was going to be donated. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/b8c0d5a5-1c16-440f-bb84-44ce51d4c812/IMG_6086.jpg The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing - Key Takeaways for Marketers Be bold, but be authentic. Don’t just jump on trends if they’re not relevant to you. Make sure your campaigns align with your brand’s core identity. Turn passive awareness into active participation. The best campaigns don’t just tell people about an issue, they make them experience it, emotion-lead campaigns are the ones that make the most impact. Controversy isn’t always bad. Done right, it can spark conversation and drive massive engagement, we shared a job listing on behalf of another organisation a few months ago and it really sparked the conversation about pay expectations in the expedition medic field and knowing your self worth - albeit unintentional, it was interesting seeing the debate. If you take a stance, commit to it. Culture Hustle’s brand already challenges industry norms, so this campaign felt natural, not forced. This is how you use marketing to drive awareness, conversation, and action, and honestly, more brands should be taking notes. I salute Culture Hustle, Stuart Semple & those who thought of this campaign, it was well executed and opened the discussion up to a wide audience. I can’t wait to see what else they do in the future. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/9151b8bc-d3bf-49c9-95b2-b66d5700e599/Culture+Hustle+Men+Tax+-+International+Women%27s+Day The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing - Make it stand out Banner on website during campaign https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/66c37e10-7a6c-4c06-a88f-cf57538d7c14/Culture+Hustle The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing - Yesterday, just as I was about to head to bed, I checked my emails and saw a subject line that piqued my interest… Upon opening the email - I immediately knew it was an incredible case study in awareness marketing done right. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/d957740f-7711-4edd-b8a6-65c68a5cb44b/A+promotional+image+of+Black+2.0%3B+with+Stuart+Semple%E2%80%99s+pink The Scribblings of a Madcap Shambleton - Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing - Who is Culture Hustle? Culture Hustle is a UK-based art supplies brand founded by artist Stuart Semple. They’re known for creating some of the most innovative art materials out there, think “The Pinkest Pink” and “Black 3.0” (I own this and it’s insane how black it is), and for pushing back against elitism in the art world (remember when they announced they had banned Anish Kapoor from using their products?). They’re a statement. And this IWD campaign proves they know how to turn marketing into a movement. https://markatie.uk/scribblings/the-marketing-paradox-when-sustainable-marketing-becomes-part-of-the-problem monthly 0.5 2025-04-28 https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/8d4d41a4-b43e-412c-a7f4-1fb4e4b2bcfe/6a00d8341d07fd53ef0154374987b4970c.jpg The Scribblings of a Madcap Shambleton - The Marketing Paradox: When 'Sustainable' Marketing Becomes Part of the Problem - Patagonia: Sustainability Done Right In contrast to brands like H&M, Patagonia has long set the gold standard for sustainable marketing. Their commitment to the environment is not just about products; it's embedded in their entire business model. From the materials they use — such as recycled fabrics — to their transparent approach to carbon footprint reduction, Patagonia has proven that sustainable practices can align with long-term profitability. The company’s “Don’t Buy This Jacket” campaign, which encouraged customers not to buy new products unnecessarily, highlights their commitment to sustainability over pure consumerism. Patagonia exemplifies how ethical marketing can create a strong emotional connection with consumers, turning sustainability into a core brand value. The company’s circular economy model further reinforces its commitment to the planet by offering repair services and encouraging customers to buy used products. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/4aa461ac-47d9-4fae-8801-b45010627a04/wild+deo.jpg The Scribblings of a Madcap Shambleton - The Marketing Paradox: When 'Sustainable' Marketing Becomes Part of the Problem - The Wild Deodorant Dilemma Speaking from personal experience, I was once an avid Wild Deodorant user, drawn to their sustainability promises and skin-friendly formula. However, their shift toward "limited edition" cases and "collect them all" promotions led me to cancel my subscription. On TikTok Live, their promotional streams now regularly face questions like "how is this sustainable?" and "how is this eco-friendly?" — with engagement metrics showing increasing scepticism from viewers. Wild's brand messaging contradicts its environmental claims, which can erode consumer trust. This highlights a critical gap in brand authenticity and consumer education, both of which are crucial for fostering genuine customer loyalty. I can appreciate that as a business they want to promote their brand and products with the use of limited edition designs, scents and offers - however by doing this can in turn make you lose the original message that a sustainable company is meant to follow. https://markatie.uk/scribblings/ugh-not-again-5-clever-ways-to-overcome-ad-fatigue monthly 0.5 2025-04-28 https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/1722522683017-JEUWNB4SZ7D1VCBUFQNR/unsplash-image-744oGeqpxPQ.jpg The Scribblings of a Madcap Shambleton - “Ugh, Not Again” 5 Clever Ways to Overcome Ad Fatigue - 1. Keep a close eye on your metrics First things first, you need to know when ad fatigue is setting in. Keep a watchful eye on your key performance indicators (KPIs) like clickthrough rates, conversions, and frequency. If you start seeing these numbers slip, it might be time to switch things up. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/1722522769695-GBDEYO8KBE9ALLH87YOS/unsplash-image-6ULuQVoEy2E.jpg The Scribblings of a Madcap Shambleton - “Ugh, Not Again” 5 Clever Ways to Overcome Ad Fatigue - 2. Freshen up your creative Just like how changing your houseguest's habits might make them more welcome, refreshing your ad creative can breathe new life into your campaigns. Try updating your visuals, tweaking your copy, or even flipping your images (yes, really – apparently, this can lead to a 10% drop in CPC!). https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/0aa8e414-a96d-405e-a62e-cc24c87f623a/Screenshot+2024-08-01+at+15.40.34.png The Scribblings of a Madcap Shambleton - “Ugh, Not Again” 5 Clever Ways to Overcome Ad Fatigue - 5. Harness the magic of dynamic ads Want to take your ad game to the next level? Try using dynamic ads. These clever little things change up their content each time they're shown, keeping your audience on their toes and combating that pesky banner blindness. https://markatie.uk/scribblings/is-this-ai-how-to-spot-when-ai-is-used-in-marketing monthly 0.5 2025-04-28 https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/79cfcaab-5759-40a0-9c81-806de518508a/Screenshot+2024-06-18+at+11.07.44.png The Scribblings of a Madcap Shambleton - “Is This AI?” How To Spot When Ai Is Used In Marketing - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/a5a485fa-ad8a-440f-812c-6038dab32eea/Screenshot+2024-06-17+at+21.11.29.png The Scribblings of a Madcap Shambleton - “Is This AI?” How To Spot When Ai Is Used In Marketing - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/96d40b18-7b8f-4ab7-81e6-32eb9e98888a/Screenshot+2024-06-18+at+12.17.31.png The Scribblings of a Madcap Shambleton - “Is This AI?” How To Spot When Ai Is Used In Marketing - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/bb06db02-ffa6-476f-a728-1cfecd2105d7/Cheese+tweet.png The Scribblings of a Madcap Shambleton - “Is This AI?” How To Spot When Ai Is Used In Marketing - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/958a8af2-da60-4a9a-875c-d7d416c2b808/Cheese.png The Scribblings of a Madcap Shambleton - “Is This AI?” How To Spot When Ai Is Used In Marketing - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/9b875843-56fe-449f-8fbf-8fb277548b6b/Screenshot+2024-06-18+at+12.04.39.png The Scribblings of a Madcap Shambleton - “Is This AI?” How To Spot When Ai Is Used In Marketing - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://markatie.uk/scribblings/freebooting-why-tiktok-is-supporting-the-film-industry monthly 0.5 2025-04-28 https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/d2005b49-82ba-42d9-94af-11eccda38209/Screenshot+2024-01-15+at+21.43.35.png The Scribblings of a Madcap Shambleton - Freebooting: How TikTok is indirectly supporting the TV & film industry - Suits: Revived Recently, I saw a TikTok video of the cast of the TV show “Suits” appearing at the 2024 Golden Globes to announce the award for best drama series. This surprised me since the show ended in 2019. Articles mentioned the show’s resurgence when it appeared on Netflix, but I suspect something else was at play: freebooting. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/319e7bc6-c99d-4dda-abeb-36b4d990a659/Friends.jpeg The Scribblings of a Madcap Shambleton - Freebooting: How TikTok is indirectly supporting the TV & film industry - Giving Shows Exposure to a Whole New Generation As a millennial, I was only ever exposed to films and shows via traditional marketing channels - print ads, television commercials, and movie theatre trailers for upcoming blockbusters. Anything older relied on word-of-mouth or happening to catch classics on TV. These days, younger generations consume media so differently, rarely watching scheduled television or seeking out older films. Yet I've noticed an interesting phenomenon - many Gen Z commenters on TikTok asking what show a Friends or Big Bang Theory clip is from. Despite not growing up with these shows on air, they're discovering them through shared clips and memes on this platform. While legally questionable, this form of freebooting gives mass exposure to shows and movies that would otherwise fade into obscurity for newer generations. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/b3fdf215-cf1e-4512-a93b-d886002615eb/The-Power-of-Visuals.png The Scribblings of a Madcap Shambleton - Freebooting: How TikTok is indirectly supporting the TV & film industry - The New Form of Indirect Marketing Indirect marketing refers to techniques and strategies that promote products or services without directly targeting potential customers. This can happen organically through word-of-mouth, user reviews, or social media sharing. But companies also frequently employ more intentional viral, influencer, and content marketing campaigns to stimulate indirect interest. These tactics rely on compelling storytelling, creativity, and networking to get audiences talking. When done right, indirect marketing enables brands to reach consumers who may tune out overt ads while also conveying social proof. https://markatie.uk/scribblings/silencing-the-inner-critic-coping-with-imposter-syndrome-at-work monthly 0.5 2025-04-28 https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/c07c7f37-ea56-452a-9b7a-04cf87cd2170/imposter-syndrome-.jpg The Scribblings of a Madcap Shambleton - Silencing the Inner Critic: Coping with Imposter Syndrome at Work - Common Signs You May Have Imposter Syndrome Photo Credit: www.depositphotos.com https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/921ac15e-fb22-48a2-951a-7a1deac37ad8/Imposter-Syndromes.jpeg The Scribblings of a Madcap Shambleton - Silencing the Inner Critic: Coping with Imposter Syndrome at Work - Ways to Overcome Imposter Syndrome The good news is there are effective tactics you can use to battle imposter syndrome: https://markatie.uk/scribblings/decoding-the-customer-journey-how-to-optimize-touchpoints-for-seamless-experiences monthly 0.5 2025-04-28 https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/256a1c6d-eded-46e6-b277-730419c46884/Screenshot+2024-01-16+at+17.56.21.png The Scribblings of a Madcap Shambleton - Decoding the Customer Journey: How to Optimise Touchpoint’s for Seamless Experiences - Omni-Channel Integration Customers engage with brands through multiple channels, from websites and social media to email and in-person interactions. Implement an omni-channel marketing approach that ensures a consistent and cohesive experience across all touch points. Seamlessly integrate the customer journey, allowing customers to switch between channels without any disruption. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/d942240a-d83e-495a-9b97-997539df4a4d/customer-journey.png The Scribblings of a Madcap Shambleton - Decoding the Customer Journey: How to Optimise Touchpoint’s for Seamless Experiences - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://markatie.uk/scribblings/mastering-the-art-of-modern-marketing-strategies-for-success monthly 0.5 2025-04-28 https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/61047dda-b318-415b-bdb5-5c99870a13e7/ian-schneider-TamMbr4okv4-unsplash.jpg The Scribblings of a Madcap Shambleton - Mastering the Art of Modern Marketing: Strategies for Success - Harnessing the Power of Social Media Social media platforms have become indispensable marketing tools. Create a strong social media presence by understanding the unique nuances of each platform and tailoring content accordingly. Engage with your audience, respond to their inquiries, and foster a sense of community around your brand. Social media is not only a means of communication but also an opportunity to showcase your brand's personality and values. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/577866c7-0466-4e03-a047-48caae82a09e/21-KON-006+2105+Nurturing+Long-Term+Customer+Relationships+%5BH2%5D+v1.png The Scribblings of a Madcap Shambleton - Mastering the Art of Modern Marketing: Strategies for Success - Nurturing Customer Relationships Marketing doesn't end after a sale; it's about building lasting relationships with customers. Implement customer retention strategies, such as loyalty programs and personalised follow-ups, to ensure customer satisfaction and foster brand loyalty. https://markatie.uk/scribblings/the-digital-marketing-revolution-how-tiktok-has-changed-the-customer-journey-for-the-better monthly 0.5 2025-04-28 https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/9d5352af-4344-49fc-b9b4-4f89a24f4cd6/article+A+-+Tone+Deaf+celebs.png The Scribblings of a Madcap Shambleton - The Digital Marketing Revolution: How TikTok has changed the customer journey for the better. - The Changing Customer Journey In recent years, the customer journey has become more complex and non-linear. Consumers no longer follow a simple path of identifying a product or service, researching, narrowing down options, and making a purchase. Instead, they often find themselves circling the research and decision-making steps, being more hesitant to give their money to a company. Traditional advertising and endorsements by large influencers and celebrities can sometimes come across as disingenuous and tone-deaf. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/1688232481405-9HJUJ1ZH9U5XK7XQ62AH/1850_inline_3_Decoding-the-Messy-Middle.gif The Scribblings of a Madcap Shambleton - The Digital Marketing Revolution: How TikTok has changed the customer journey for the better. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/1688232481405-3FK30E4JB6CGPUI6PVY1/2018.11.16-Digital-Customer-Journey-Map.png The Scribblings of a Madcap Shambleton - The Digital Marketing Revolution: How TikTok has changed the customer journey for the better. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/1c2826e2-9d77-442e-a080-66f0deee4487/User+Generated+Content The Scribblings of a Madcap Shambleton - The Digital Marketing Revolution: How TikTok has changed the customer journey for the better. - The Influence of User-Generated Content and Influencers TikTok has given rise to a new breed of influencers who amass large followings and wield considerable influence over their audience. These influencers are often seen as authentic sources of information and inspiration, and brands are now collaborating with them to leverage their reach and credibility. The rapid dissemination of recommendations on TikTok has a direct impact on consumer behavior, driving sales and shaping consumer preferences. https://images.squarespace-cdn.com/content/v1/636c26aa47dd02654c7aee73/b61ddd3b-6977-4556-94d4-0b315366ae2f/kylie.jpg The Scribblings of a Madcap Shambleton - The Digital Marketing Revolution: How TikTok has changed the customer journey for the better. - The Power of Aspirational Marketing A commonly used marketing strategy is aspirational advertising, which aims to evoke desires and aspirations in consumers by associating a product or service with a desirable lifestyle, image, or outcome. However, there has been a growing emphasis on promoting body positivity, inclusivity, and authenticity in advertising. 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