TikTok Works:Missions for the Modern Marketer

Modern marketers must look beyond short-term conversion, shifting their focus towards forging meaningful connections and building brand equity over the longer term. While there is no one-size-fits-all marketing strategy, there are guiding principles that can help optimize returns and achieve sustainable growth.

At TikTok, we are committed to helping modern marketers like you elevate your marketing strategies and deliver impact. We partnered with Ipsos, a leading market research firm, to capture four key missions modern marketers must embark on to maximise effectiveness.

Mission 1: Cultivate New Growth

Brands need to do more than just convert existing demand. While existing users tend to buy more and spend more than new users, focusing only on them limits your business growth. Reaching out to new users can increase overall purchases and build future demand by ensuring a healthy pipeline of customers.

You can employ these three business growth levers to effectively convert your existing demand and drive future demand for your brand.

Business Growth Levers

Your Mission Log

Mission 2: Captivate the Depths of Attention

There are just too many ads everywhere, and can be difficult for brands to capture people’s attention. Beyond making a great first impression, ads need to make a lasting impact that builds brand memories and captures sales. The key is to present your brand creatively, and leverage platforms that enable authentic interaction to take your creatives further, such as TikTok.

Create positive memories that stick when it’s time to buy. Once positive brand memories are built, they can shape future purchasing behaviors, contributing to your long-term growth and success.

Your Mission Log

Mission 3: Explore the Full Funnel Frontier

There is a growing body of research suggesting that digital channels can deliver both short-term results and long-term brand impact. Let’s take a deeper look at the impact that TikTok is able to achieve:

With so many touch points and platforms available, we’ve identified three key pairings for success in choosing the optimum strategy:

1. Short- and long-term impact

2. Multi-screen pairing

3. Upper and lower funnel

TikTok maximises your brand impact throughout the full funnel

Your Mission Log

Mission 4: Scale Peaks for a Holistic View

With marketing budgets constantly under scrutiny, effectiveness is fast becoming an important focus among marketing teams to make every bit of their budget count. Instead of focusing on short-term goals, brands need to rethink their marketing strategy to drive holistic impact. Revisit your approaches to ensure you are modernizing and including key drivers of marketing effectiveness.

The rise of content-led creator platforms, such as TikTok, points to the potential of pairing organic content with paid ads to optimize marketing effectiveness:

Your Mission Log

Marketers on a Mission

You are now ready to conquer your missions as a modern marketer, should you choose to accept them. Learn how you can complete your missions more effectively with The Fundamentals mission starter pack here.