marketing: old school vs new school
Successful marketing strategies have changed a great deal in the past few years. In fact, many of today’s marketing professionals are lacking in critical marketing skills. Let’s face it, marketing has changed. It’s important to keep up with those changes.
Press Releases and Standard Pitches Won’t Cut It
Public Relations 101 used to cover the art and science of press releases and pitches. It’s important to ensure that you’re being talked about, but this strategy is passé. Marketers should no longer aim for being the golden gatekeepers of a company. You are in charge of letting a select few be in the new. In today’s marketing environment, you have to share your story with the masses to keep up. It’s not about cultivating relationships with a select few; it’s keeping your face in front of everyone. It’s about telling a compelling story and promoting that story throughout your network. You should be focusing on creating content in multiple channels such as social media, blogs, and more designed to convey your brand’s message to buyers, investors, media, evangelists, and customers. Marketing is still about cultivating relationships; your focus has just gotten bigger.
Branding isn’t About Creating a Great Logo
Your logo is no longer the main focus in your advertising campaign. Of course, having a well-designed logo is essential, but you need to embrace the bigger picture. Design has become intertwined with key performance indicators. There is no gap between your marketing strategy, execution, and feedback. Products may be made in factories, but brands are developed in the mind. It’s important to attract and delight your customers, prospects, and leads. You’ll have to dispense easily digestible and highly visual interactions. Design can no longer be an afterthought. Understanding the various channels that you’ll be leveraging is vital. Branding and log creation is still a primary focus, but you have to concentrate on the total experience instead of just a couple of aspects.
No More Content Guessing Games
Marketing is a real-time occurrence, not a long-term strategy. There are more tools to analyze and act on metrics than ever before. To this end, all marketers should be able to gather and analyze marketing data on a daily basis.You can’t pay the bill with marketing data or Facebook Likes. You have to know what numbers matter most to a company. You also have to know how to act accordingly. The only real differences now is that you can get data faster, and have more accurate results. The biggest challenge you face is taking those results and making a move on them in a timely manner.
It’s Not About Campaigns, It’s About Continuous Engagement
Launching a marketing campaign for each new product is no longer necessary or desirable. Unless you’re a company like Apple, no one really cares what your next move is. Your focus needs to be every day interactions. Everything happens in real-time. Consumers live, work, and interact with technology on a daily basis. Their interactions aren’t organized around a campaign schedule you devise. Your leads, prospects, and customers leverage social media networks to research products, give feedback, make complaints, and solicit recommendations on a daily basis. Continuous is the new face of the marketing campaign. This is achieved with a cultivated network of owned assets designed to attract, convert, and delight your audience.
In today’s age, too many people think they’re capable of marketing. This isn’t the case. Creativity alone won’t cut it. You have to be aware of the subtleties of the business. The face of marketing has changed and if you haven’t kept up, it’s easy to get lost. If that happens, your chances of developing a successful strategy are nil. You can’t afford not to keep up.