Breaking the Marketing Mold: Heydar Naghiyev Of Censornet On 5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before
An Interview With Chad Silverstein
Create Artificial Scarcity: Scarcity increases demand. This doesn’t just mean limiting quantities — it could involve creating a sense of urgency through limited-time offers, exclusive releases, or even by making access to certain products or services invitation-only. The fear of missing out (FOMO) is a powerful motivator and can drive people to act quickly.
Traditional marketing methods are no longer sufficient in today’s dynamic and fast-evolving market. To truly engage and captivate audiences, businesses need to think outside the box and adopt innovative and non-traditional marketing strategies. What are these strategies, and how can they transform audience engagement? I had the pleasure of interviewing Heydar Naghiyev
Heydar Naghiyev is a seasoned marketing professional with over a decade of experience in demand generation and crafting impactful campaigns. As the Head of Demand Generation, he specializes in simplifying complex offerings to drive sales and build lasting relationships. With a deep understanding of behavioral analytics, Heydar excels at creating tailored, thoughtful approaches that resonate with audiences on a meaningful level.
Thank you so much for joining us in this interview series! To start, could you share when and how you got started in marketing?
Thank you so much for having me in this interview series! My journey in marketing began over a decade ago, and it was a combination of curiosity and a desire to bridge the gap between complex ideas and real-world applications that drew me to the field. I started my career in law, which gave me a strong foundation in analytical thinking and strategy, but I quickly realized that my true passion lay in understanding consumer behaviour and creating impactful marketing campaigns. Transitioning into marketing allowed me to leverage my skills in communication and strategy development, and since then, I’ve had the opportunity to lead various high-impact marketing initiatives across multiple industries, from digital marketing management to leading demand generation efforts.
What has been the biggest shift in the marketing industry and can you give us an example of how it impacted you?
The biggest shift in the marketing industry, from my perspective, isn’t just the rise of digital and data-driven strategies — though that’s certainly been significant. Rather, it’s the growing recognition that not all decisions are rational and that understanding human psychology is just as important, if not more so, than having perfect data. The field of behavioral economics has taught us that people often make decisions based on emotions, context, and perceived value, rather than cold, hard logic.
One example of this impact is the way we approach value propositions. A simple change in framing — such as emphasizing what customers stand to lose rather than what they might gain — can drastically alter their behaviour. I’ve seen this in action when working with brands to reframe their messaging; sometimes, the most irrational-seeming ideas, like adding unnecessary friction or focusing on the trivial, can lead to the biggest improvements in customer engagement. This understanding has shifted my approach from simply following the data to also questioning the data and looking for those irrational, creative opportunities that can make a big difference.
Can you explain why it’s essential for businesses to break away from traditional marketing and embrace new strategies?
The reason businesses must break away from traditional marketing and embrace new strategies is simple: traditional marketing often assumes that consumers are rational beings who respond predictably to incentives and messaging. However, human behaviour is far more complex and interesting than that. People don’t just buy products or services; they buy into ideas, emotions, and narratives. New strategies allow businesses to tap into these deeper, often irrational aspects of decision-making.
Take, for instance, the concept of behavioral economics, which challenges the traditional view of rational decision-making. By understanding the quirks of human psychology — such as the power of social proof, the allure of scarcity, or the influence of framing — businesses can create marketing strategies that resonate on a much more profound level. It’s not just about delivering a message; it’s about crafting an experience or story that people want to be a part of.
Moreover, breaking away from traditional methods allows for creativity and experimentation. In a world where everyone else is shouting louder with conventional approaches, the truly innovative brands are the ones that take risks, do the unexpected, and create value in ways that aren’t immediately obvious. It’s in these unconventional strategies that the magic often happens — where you can create memorable, impactful marketing that not only captures attention but also changes behaviour.
Could you share and briefly explain the first major change you made to break the trend of traditional marketing that was not so common?
The first major change I made to break the trend of traditional marketing was to focus on building a tribe rather than just selling a product. Early on, I realized that people don’t buy goods and services — they buy relationships, stories, and magic. Traditional marketing often tries to appeal to everyone, which means it ends up resonating with no one in particular. So, I decided to do something different: I focused on finding the smallest viable audience, those who would truly care about what we were offering, and then I worked to build a community around that.
One of the first times I put this into practice was with a project where we didn’t just market a product; we created a movement around it. We told a story that mattered to the people we wanted to reach, and we invited them to be part of something bigger than just a transaction. This approach was uncommon at the time because most marketers were focused on mass appeal. But by narrowing our focus and creating a sense of belonging, we not only broke away from traditional marketing but also created something that had lasting impact and loyalty. This was the beginning of my belief in the power of connection and community in marketing — a belief that continues to shape everything I do.
What specific results did you see after implementing this change?
After implementing this change, the results were transformative. By focusing on building a tribe and creating a sense of belonging, we saw not just an increase in sales, but an exponential growth in brand loyalty and word-of-mouth referrals. The people who resonated with our story didn’t just become customers — they became advocates. They started spreading the word, bringing in others who shared the same values and beliefs. This led to organic growth that was far more sustainable than any traditional advertising campaign could achieve.
Moreover, because we were no longer trying to please everyone, we were able to double down on what truly mattered to our core audience. This focus led to higher engagement rates, deeper customer relationships, and ultimately, a brand that people felt proud to be associated with. Instead of chasing the masses, we created something that mattered to a select group — and that made all the difference. The ripple effect of this approach not only boosted our bottom line but also built a community that continues to thrive long after the initial campaign ended.
How do you ensure that these new marketing strategies resonate with your target audience?
Personally for me the key is to be authentic and intentional about who you’re serving. It’s not about trying to please everyone — it’s about finding your smallest viable audience and delighting them. You start by asking: Who are we for? What do they believe? What do they care about? Once you have clarity on this, every decision you make should be in service of that specific group.
I ensure resonance by focusing on building trust and connection, rather than just pushing a message. This means telling stories that align with the values and aspirations of the audience. It’s about creating something remarkable that they can talk about, share, and be proud to be part of. I also make it a point to be consistent in both message and action, so that what we promise matches what we deliver.
Finally, I avoid the trap of following trends for the sake of it. Just because something is new doesn’t mean it’s right for your audience. The strategies that resonate the most are those that are rooted in a deep understanding of your audience’s desires and fears. When you start with empathy and stay true to your purpose, you naturally create strategies that resonate because they’re built on a foundation of trust and mutual respect.
Can you share an example of something you tried that didn’t deliver expected results or ended up ended up becoming a financial burden, and what you learned from that experience?
Sure, I’ve had my fair share of experiments that didn’t go as planned, and those are often the ones that teach you the most. One particular example that comes to mind was a campaign where we tried to introduce a highly rational pricing model based on cost-per-use for a service. The logic was impeccable: customers would only pay for what they used, and it seemed like a great way to appeal to their sense of fairness and value.
However, the results were far from what we expected. Instead of being delighted by the transparency and fairness of the pricing, customers were confused and even put off. The campaign didn’t just fail to boost sales; it actually led to a decline in customer engagement. The financial burden wasn’t just the cost of the campaign but also the potential revenue we lost by alienating customers who found the model too complex or unappealing.
What I learned from that experience is that humans aren’t purely rational creatures — far from it. People don’t always want the most logical option; they want the one that feels right to them. Often, a straightforward, even slightly irrational pricing structure can be more successful simply because it’s easier to understand and feels more intuitive. It was a humbling reminder that behavioural economics isn’t just a toolkit for crafting clever campaigns; it’s a necessary lens through which to view all marketing decisions. The key takeaway? Never underestimate the power of perception and simplicity, even when the data seems to suggest otherwise.
Great. Now, let’s dive into the heart of our interview. Could you list “5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before”?
1. Embrace the Power of Framing: How you present a product or service can be just as important as the product itself. For example, repositioning a product by changing its context can alter its perceived value. Take premium water brands — they’re essentially selling the same thing as tap water, but by framing it as a luxury item through branding and packaging, they’ve created a whole new market. The key is to understand that perception is reality in the eyes of the consumer.
2. Use the Principle of Social Proof: People are heavily influenced by the actions and opinions of others. Instead of traditional testimonials, consider more subtle ways to show social proof, such as user-generated content or highlighting how many others are already benefiting from your product or service. The idea is to create a bandwagon effect where potential customers feel like they’re missing out if they don’t join in.
3. Create Artificial Scarcity: Scarcity increases demand. This doesn’t just mean limiting quantities — it could involve creating a sense of urgency through limited-time offers, exclusive releases, or even by making access to certain products or services invitation-only. The fear of missing out (FOMO) is a powerful motivator and can drive people to act quickly.
4. Apply Behavioral Nudges: Small, seemingly insignificant changes in how choices are presented can have a big impact on consumer behavior. For instance, changing the default option to something more desirable or framing a choice in a way that emphasizes loss rather than gain can significantly influence decisions. These nudges are subtle but effective, and they work because they align with the way people naturally think and behave.
5. Leverage the Unexpected: One of the most effective ways to engage an audience is to surprise them. This could mean doing something counterintuitive or adding an element of the unexpected into your marketing. When people encounter something surprising, it captures their attention and makes your brand more memorable. For example, a brand could use humour in an industry where it’s not typically found, or launch a campaign that challenges conventional wisdom in a playful way.
What challenges might companies face when transitioning away from traditional marketing strategies, and how can they overcome them?
One of the primary challenges is the inherent uncertainty that comes with doing something new and untested. Traditional methods have the comfort of predictability — everyone knows how to measure their effectiveness, and there’s a well-trodden path for execution. When you step away from that, you’re venturing into the unknown, and that can be daunting for both decision-makers and stakeholders.
To overcome this, companies need to embrace a mindset of experimentation and creativity. Rather than viewing new strategies as a risk, they should be seen as an opportunity to discover what truly resonates with their audience in ways that traditional methods might miss.
Another challenge is the potential for internal resistance. People naturally gravitate towards what they know, especially in business environments where there’s pressure to deliver consistent results. Marketeers need to paint a picture of what success looks like with these new approaches — how it can create a stronger emotional connection with customers, differentiate the brand in a crowded marketplace, or open up new revenue streams.
Finally, measurement can be tricky when moving away from traditional tactics. The old adage “What gets measured, gets managed” can lead companies to stick with what’s measurable, even if it’s not what’s most effective. The answer isn’t to abandon measurement but to expand it. Consider new metrics that capture the qualitative aspects of success — such as brand sentiment, word-of-mouth impact, or customer loyalty. Sometimes, the most valuable results are the ones that aren’t immediately quantifiable but manifest in long-term brand equity.
How do you measure the success and ROI of these new marketing strategies?
This is a bit of a tricky question. What is the ROI of doing a brand marketing? The ROI of brand marketing is a bit of a paradox when viewed through the traditional lens of return on investment. It’s much like asking, “What’s the ROI of the building a factory?” Technically, the ROI is less than zero because you have to pay for it upfront, incur maintenance costs, and it doesn’t directly generate revenue. But of course, without that building, the factory wouldn’t function efficiently, if at all. The same principle applies to brand marketing.
Brand marketing is about creating a foundation — a platform that supports all your other marketing efforts. It’s what makes your company recognisable, trustworthy, and memorable in the minds of consumers. While it might not deliver immediate, measurable returns in the way a direct response campaign might, it’s what gives those campaigns their effectiveness in the first place. Without a strong brand, you’re just another option in a crowded market, competing on price or features rather than on value or emotional connection.
In short, it’s all about long-term value creation. It’s what allows you to charge a premium, command customer loyalty, and maintain a competitive edge.
Looking forward, how do you see the role of innovative marketing evolving in the next 5–10 years?
In the next 5–10 years, I see the role of innovative marketing evolving in a direction that places even more emphasis on building trust, community, and meaningful connections. As the noise in the marketplace continues to grow, the brands that stand out will be those that focus not just on selling products but on leading tribes — groups of people who are connected by shared values, beliefs, and stories.
We’re moving away from mass marketing, where the goal was to reach as many people as possible with a broad message, toward a model where the most successful brands are those that can speak directly to a specific group of people and make them feel seen and understood. This means that innovative marketing will be less about clever tactics and more about empathy, about truly understanding the needs and desires of the people you’re trying to serve.
I also believe that the future of marketing will involve a greater commitment to authenticity. Consumers are becoming more discerning, and they’re increasingly drawn to brands that are transparent, honest, and aligned with their own values. This means that innovative marketing won’t just be about crafting a compelling narrative; it will be about living that narrative in everything the brand does.
Finally, I think we’ll see a shift toward marketing as an act of service rather than just a means to an end. The brands that thrive will be those that use marketing not just to sell, but to educate, to inspire, and to make a positive impact on the world. In this way, marketing will evolve from being a tool for persuasion to a tool for connection, helping to build relationships that are not just transactional but transformational.
What advice would you give to business leaders who are hesitant to move away from traditional marketing methods?
My advice is simple: start small, but start now. The biggest risk is staying stuck in the past. Experiment with new ideas, focus on serving your audience, and don’t be afraid to fail. Today’s market rewards those who are brave enough to lead, not just follow. Embrace change, build trust, and remember — marketing is about connection, not just transactions.
Can you share any upcoming initiatives or plans you have for further innovating your marketing strategies?
While I’m always focused on helping brands build deeper connections, the next step is to push even further into personalization and community-building. We’re exploring ways to create more interactive, community-driven experiences that allow customers to not just consume content but to actively participate in the story of the brand. This might involve new platforms or technologies, but the heart of it will always be about making people feel seen, heard, and valued. We’re also looking at how we can bring even more authenticity into every touchpoint, ensuring that every interaction reinforces the trust we’ve built with our audience.
How can our readers follow your work and learn more about your approaches to modern marketing?
The best way to follow my work and dive deeper into my approach to modern marketing is through my content on LinkedIn, where I share weekly insights on marketing, leadership, and the art of making a difference.
This was great. Thank you so much for the time you spent sharing with us.
About the Interviewer: Chad Silverstein, a seasoned entrepreneur with over two decades of experience as the Founder and CEO of multiple companies. He launched Choice Recovery, Inc., a healthcare collection agency, while going to The Ohio State University, His team earned national recognition, twice being ranked as the #1 business to work for in Central Ohio. In 2018, Chad launched [re]start, a career development platform connecting thousands of individuals in collections with meaningful employment opportunities, He sold Choice Recovery on his 25th anniversary and in 2023, sold the majority interest in [re]start so he can focus his transition to Built to Lead as an Executive Leadership Coach. Learn more at www.chadsilverstein.com
Breaking the Marketing Mold: Heydar Naghiyev Of Censornet On 5 Innovative & Non Traditional… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.