5 Marketing Focus Areas Brands Should Tap Into In January 2022
New year, new unrealistic motivation to make all our dreams come true! Sure, the cynics say it’s all pointless and people don’t really change, but the optimism of the New Year brings a lot of us some (short-lived) confidence in ourselves.
After the indulgence of the festive period, you might expect consumers to pull their purse strings tight. This is partially true, with one notable exception – they are willing to spend money on self-improvement.
For brands, this is a great opportunity to find the right focus area to tap into, whether that’s health and fitness, self-care, sustainability, or work productivity! Here are five improvement categories that might work for your product or service.
- Improving Your Body
We’re all under constant pressure to have the perfect body, or, at least, to fit into society’s idea of the perfect body. In recent years there has been a move towards body positivity and self-love. The consistent factor is that we’d all like to be just a bit healthier.
Key topics include:
- Eating healthy
- Exercising
- Fitness Classes
- Skincare routine
- Low calorie recipes
- Tips to quit smoking
- Reducing alcohol intake
- Improving Your Mind
Very few people think they’re completely brainless, but many want to increase their memory or logic skills, learn new things about the world, and maybe (just maybe) win a pub quiz every once in a while!
Key topics include:
- Learning new skills
- Starting new hobbies
- Reading more
- Reducing social media use
- Improving Your Soul
Wellness is the kind of buzzword that gets thrown around a lot without a clear definition, but these practises basically encompass every aspect of a person – not just their physical selves. It’s about having some form of inner peace and contentment.
Key topics include:
- Yoga
- Meditation
- Exploring religions
- Keeping a gratitude journal
- Starting therapy
- Stress reduction
- Improving Your Lifestyle
So far, we’ve focused on our internal lives, but this category is all about the external! Many of us spend a lot of time stressing about our finances, getting promoted at work, looking after our kids, making time for our friends – the list goes on and on.
Key topics include:
- Budgeting and saving hacks
- Spending time with friends and family
- Work-life balance
- Productivity
- Goal setting
- Improving The World
The final category is about looking outward to see how we can improve the lives of others – be they human, animal, or plant. These are the changes we make without seeing an immediate reward, but with the hope that our actions will make a difference.
Key topics include:
- Green living
- Sustainability
- Veganism
- Charitable volunteering
- Community involvement
One last thing…
No matter what topics you decide to harness as part of your brand marketing this year, be sure to include TikTok in your strategy. The Hustle reports that TikTok beat Google.com in internet traffic rankings last year. The platform continues to eclipse all other social media apps and is the not-so-secret ingredient to any successful digital campaign.
Written by our copywriter Katie Dennison