Explore the future attitudes of marketing
In the age of the digitally empowered consumers, marketeers must think differently about their brand and about the way they market it. E.g. if I sell high-end tents it is no longer enough to brand my products and then let the retailers sell my goods. Consumers in an omnichannel world expect more, including being able to stand in a store and order the tent they want on your website (because it wasn’t in the store that day).
Unfortunately marketeers are focused on branding and marketing in the traditional sense: We tell a great story about ourselves and create great advertisements in the current channel of choice for our target group. According to seasoned digital marketing strategist Allister Frost branding in this day and age must take a much broader perspective. And it must do so by really listening to the consumer and understanding the new and future technologies.
As a teaser, here are my three tips you should keep in mind when you’re thinking of your digital marketing strategy:
Knowing your Kotler is not enough
Marketeers should adapt to a changing market. And the changes we see today demands that you learn new skills and get new perspectives. Now, it can be difficult to point out exactly what skills and perspectives you need as it depends on your organisation and industry.
If you can’t beat them, join them
The days when marketeers defined and shaped user needs through marketing material are over. Consumers have more opportunities than ever and they will only choose your organisation if you manage to appeal to them.
Therefore, find ways and means to get to know your target group even better than you do know. And don’t think of it as a one time task, but as a continuous process. Only so, you are able to keep up-to-date in the ever changing digital reality of consumers.
Become a techy – or at least hire one
When social media took off a few years ago, everyone suddenly saw the need of getting a Facebook, Twitter etc. profile. However, few knew how or whether it could bring unseen benefits to their organisation.
The same thing goes for your website. There are lots of interesting, new and useful features out there, but how does it impact your consumers behaviour? And if that new feature you just implemented about scares off your consumers, it might not be that smart after all? If you do not have the skills to reach that conclusion yourself, you should hire a techy.
Your take on future marketing attitudes
Tell us about your experiences and thoughts. Do you agree with the above? Are you seeing any other future marketing attitudes? And have you too experienced how traditional ways of promoting your organisation and its solutions aren’t working as well anymore?