Ryan McAweeney Sees Marketing as Good for Companies and Consumers

Once upon a time, Americans trusted marketing campaigns as a valuable source of information regarding new products, services, and technologies. Today, that trust has largely been replaced by skepticism, with many consumers viewing all marketing strategies as unethical means of getting them to part with their hard-earned money.

San Diego-based marketing expert Ryan McAweeney laments this state of affairs not only because it makes his job more challenging but also because it may deprive society of game-changing products that simply never sold well enough for their manufacturers to stay in business.

If you think about it, he raises a valid point. The average consumer may wonder why a huge company likes McDonald’s even bothers to advertise, as everybody already knows who they are and what they sell.

McAweeney notes that even the largest companies need to maintain cash flow to keep innovating and adapting to changing customer demand. For instance, consumers have become more health-conscious in recent years, forcing McDonald’s to come up with new menu items to supplement its established formula of cheeseburgers and French fries.

McDonald’s has been able to meet this demand by limiting the sugar in certain menu items and adding options like salads to appeal to more health-conscious consumers, but doing so without compromising quality took a significant investment in research and development. If customers stopped walking through the door for a Big Mac, they may not have been able to make the investments that help them remain at the forefront of their industry.

McAweeney notes that this trend is even more important for smaller businesses. Many entrepreneurs concentrate all of their resources on developing a superior product, thinking that its intrinsic value will sell itself with minimal effort on their part. Unfortunately, this is nearly never the case.

If customers don’t know you exist, they won’t buy your product no matter how good it may be. Product development is important, of course, but you also need to make sure that your audience knows who you are.

McAweeney also says that advertising expenses should be seen as an investment in your company’s future, not a cost you should be trying to mitigate. This simple paradigm shift can help businesses feel more comfortable spending what it takes to develop an effective marketing plan.

Consumers are also more likely to select a brand that resonates with them, something that never happens passively. McAweeney believes that businesses of all sizes should invest in personalized marketing campaigns to help consumers see them as a friend or acquaintance rather than a brand to foster repeat business and free word-of-mouth advertising.

For instance, Ryan McAweeney’s marketing firm offers a suite of digital advertising options such as email and internet ad development that are designed to make consumers feel as though they gained something of value by clicking on them. This promotes audience engagement and ultimately conversion rates versus not advertising at all.

Furthermore, McAweeney encourages business owners to attach a charitable donation to their products to appeal to more socially-conscious consumers. If your chosen cause aligns with a prospective customer’s values, you’re more likely to make a sale.

Ryan McAweeney also supports the widespread adoption of ethical advertising standards. While he believes that the vast majority of advertisers have the right intentions, a few bad apples have shaken the public’s trust in the entire industry. By standardizing advertising procedures, McAweeney believes that this trust can be restored so that advertisers can connect consumers with products that can enrich their lives more easily.

If you would like to learn more about marketing expert Ryan McAweeney or how he might be able to help your business, you can find additional information on his consulting firm’s website, RyanMcAweeney.com. McAweeney is also active on a variety of social media platforms if you want to get a better sense of who he is as a person.

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