In the past marketing departments, although always crucial, were sometimes not considered a huge part of organizations. This was of course before the Internet era, which created a huge shift in marketing, social media has further changed how we all consume media and this has changed how companies marketing their services. All of these things combined have drastically changed the world, as we know it and these changes must be reflected in organization. Change or die!
At one time there was a variety of traditional means in which companies used to expose their brand to the masses. Although these channels are still in place they have gone through drastic changes. Marketing channels that were at one time the main focus of a marketing campaign is now just a part of the bigger marketing focus. I’m not saying that traditional marketing is dead so please save the ranting comments. I’m saying that times have changed and like anything, marketing has evolved.
Marketing basics remain a huge part of what marketing has evolved into but the trend toward what works now is very different than what worked for the pre-Internet/Digital Marketing era. We are living in a much quicker digital driven society, we want to access information immediately by way of our mobile device and ipads, so traditional print media has to bring in a digital element of it is to become relevant. A prime example of the change is TIME magazine’s move toward digital media and totally away from print. This is a HUGE indicator of where we are going and we should ALL be paying attention.
At one time it was enough to exclusively utilize pamphlets, flyers, brochures or print media ads. However, times have changed, we are literally in a new world. If people are tapping into digital and you are ONLY going with print media and ads, you are losing opportunities to market your brand. Trust me when I tell you, your competitors are working to get the jump on you if you are still stuck on “old school” exclusively. Where does this leave your campaign marketing? Are you reaching the audience that you need to reach in order to remain relevant and competitive? Most importantly are you giving your business the opportunity to grow, expand and reach new clients?
It is not important that you start to implement digital marketing strategies into your business it is imperative to your business. It is no longer optional, utilize the strategies that your customers are involved with or close up shop. That’s real talk people.
There are some old school folks that view marketing as a waste of time but to those, think about YOUR job if nothing else. YOU can work for the best organization in the world that has the BEST services to offer its customers but if no one knows about it, the company is irrelevant and you may very well be looking for a job in the not so distant future. Minimizing any aspect of a business is just NOT an optional in this era of organizational transition to a more digital workplace. REAL TALK!
Although we have a long way to go with trying to catch up with how quickly marketing is transitioning, it is exciting to see so many organizations that are implementing strategies to integrate newer strategies into their digital marketing mix. Although there are still companies that are behind the eight ball in implementing change there are many that are 100% on their game. These organizations are implementing the latest and best strategies to remain ahead of their competition. Take a look at a few of those strategies below:
- GO Local: The digital marketing space is HUGE, and it is easy for a company to get lost in the mix. One of the best ways to stand out is to heavily focus on local marketing. This has been made easier with the integration of local with Google+ local pages. Geo-location channels such as Foursquare are also a great way to promote local exposure.
- Visual Content Marketing: We are very familiar with image driven marketing if we have ever used Fickr. Now, there are so many other channels that are really taking image driven marketing to another level. Pinterest was the first to give us a taste of where visual content is heading and now Instagram is making waves in this area as well. Both of these platforms allow companies to use customer’s love for visual media as a way to market organizational capabilities and services. Integration of these platforms is an absolute must for any marketing department.
- Direct Response Marketing: This is marketing designed to prompt an immediate measurable response. With the emergence of social driven digital marketing in the past few years it has moved us away from measurable forms of marketing. Direct Response Marketing allows us to utilize digital marketing strategies yet create an avenue in which to immediately measure the response. This form of marketing can utilize traditional media with coupon codes, QR codes and other channels as a call to action to create an immediate measurable response from the target audience.
In this quick moving digital marketing era it is imperative that we stay ahead of our competition so it is very important that we recognized the latest trends and apply those trends to our organizations if they fit into our organization model.