Ancestry is a genealogy company that provides families with their background and cultural history, the ability to conduct further research based on the data they receive, and the opportunity to do DNA testing and gene analytics.
Currently, the marketing strategies Ancestry.com is utilizing is positioning their brand by strategically placing themselves where the people mostly need it. When people are seeking for specific answers they want to know where to go to find what they are looking. Also, if they need to get a DNA test they need to know how to go about scheduling it or ordering the kit to get the test completed and wait for their results.
Ancestry’s brand is on a mission because they utilize their marketing and communications to focus on making the human connection with their customers. “You can’t force someone to change. You need to inspire them and want them to come on the journey with you” (Kennedy, 2017).
Ancestry’s customers are deeply passionate about the products offered because they are able to get answers and solve family puzzles that have been lingering for years. This is very important because they know that Ancestry.com will not fail them because they are a brand that is loyal to their customers for generations to come.
References:
Ancestry. (2020). Every family has a story. Find yours. Retrieved October 20, 2020, from https://www.ancestry.com
Kennedy, H. (2017, October 17). Three Ways Ancestry Delivers A Compelling Brand Experience. PJA Advertising + Marketing.
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