While there will never be a one-size-fits-all marketing approach, I’ve noticed some emerging trends in my years as a digital marketer. Lifestyle marketing, cause-based marketing, and self-improvement marketing have all seen a dramatic rise to popularity in my time. Over the last few years though there has been a huge uptick in what I call “associative marketing.”
What is Associative Marketing?
Simply put, associative marketing is selling to people like you.
This is a widely used (and wildly successful) tactic among minority groups and marginalized consumer segments. Associative marketing can be based on any characteristic but is most common among sexes/genders/sexual identities, races/ethnicities/nationalities, and religions/beliefs.