JUNE 2024MARTECHOUTLOOK.COM19solutions not only benefit our customers but also demonstrate our commitment to sustainability and ethical practices. WHAT ARE SOME CHALLENGES THAT YOU'VE SEEN IN THE INDUSTRY LATELY, ESPECIALLY WITH MARKETING?In today's digital age, consumers are bombarded with thousands of advertisements every day across various channels such as TV, computers, mobile phones, and iPads. As marketers, it is become increasingly challenging to capture their attention, especially as the attention span has reduced from three seconds to one second. Therefore, it is crucial to ensure that we target the right audience to grab their attention.To achieve this, audience or customer segmentation has become one of the most crucial aspects of marketing. As marketers, we must understand the preferences of our target audience to create tailored messaging that resonates with them. For example, at Lenzing Group, our target audience consists of sustainable fashion advocates who live a minimalist lifestyle and value nature and recycling. By understanding their preferences, we can create messaging that speaks to their values and interests.Furthermore, we must also stay on top of the latest trends and speak to our audience in the language of the upcoming trends. This approach enables us to remain relevant to our target audience and cut through the cluttered forest of advertisements.TALKING ABOUT MARKETING AND ATTRACTING THE RIGHT CUSTOMERS, WHAT WOULD YOU SAY ARE SOME OF THE FACTORS THAT ATTRACT THEM?Cost marketing has become increasingly important, especially after the pandemic, as people are more health and environmentally conscious. At Lenzing TENCEL, we focus on sustainable fashion and co-brand with partners to drive sustainability initiatives together.To promote sustainable fashion, we use various digital marketing programs, including online e-shops and our sustainable fashion portal, where we aggregate different brands that use TENCEL fabric. Additionally, we run digital campaigns such as our #MakeItFeelRight campaign, which features our brand partners and international influencers advocating for sustainable fashion. This campaign resulted in the planting of 10,000 trees through the NGO, onetreeplanted.org.By incorporating cause marketing into our campaigns, we can drive sustainable fashion advocacy while also supporting meaningful initiatives. In today's world, consumers are looking for more than just products; they want brands to stand for something and promote a cause. Therefore, incorporating cause marketing into our campaigns can help us connect with our audience on a deeper level and promote meaningful change.WHAT ADVICE WOULD YOU GIVE TO YOUR FELLOW LEADERS?At its core, marketing is about predicting trends and understanding customer behavior. By staying ahead of the curve and anticipating customer needs, we can position ourselves to meet their demands when they arise. This involves planting a seed where we expect customers to go, so that when they arrive, we are ready with a fully grown tree. MTConsumers today are becoming increasingly accustomed to new technology, such as non-fungible tokens (NFTs) and other innovative developments. This trend has been particularly prominent during the COVID-19 era when people were unable to go out and had more time to explore new technologiesThis article is based on an interview between MarTech Outlook and Vincent Leung.
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