How to Stand Out in a Crowded Marketing World
Staying ahead of the curve when it comes to marketing trends means remaining ever cognizant of potential changes in the industry. Just as you begin to grasp the latest and greatest, and suddenly that latest and greatest is old news. It can be overwhelming trying to keep up, and often it’s easy to get distracted by the noise of it all. We have a few suggestions on how to remain relevant, without chasing every shiny new object.
DON'T
CONFORM
Creativity Over Conformity
For years, the trend had been to move away from some of the more traditional means of advertising and toward the avalanche of digital; print and billboard had been all but abandoned as advertisers clamored to get digital attention. Even though digital advertising is a wonderful option and has changed the advertising landscape, it has also become more saturated. It’s okay to not conform to digital heavy plans, and to be different. Consumers seem to notice a mail piece or print ad again because it stands out among a sea of sameness. To be clear, my suggestion is not to drop all other mediums and move to print or to buy up all the billboards in your area. Rather, my suggestion is to consider integrated campaigns that focus on ways to appeal to and engage your audience – ways your competition may no longer be considering.
Know
HOW
Know Where Your Audience Is
Technology has evolved tremendously in recent years and it’s not slowing down. It’s important for advertisers to know how to deliver your message to the intended target. For this example, think social media. Of course, Facebook and Twitter come to mind, and I’m sure you are aware YouTube, Snapchat, and Instagram are wildly popular. Now enter Tumblr, WhatsApp, and Kik. These apps are gaining in popularity and marketers are noticing and taking advantage of the additional playing fields. Because media messaging has become very fragmented, some feel that success comes by allocating parts of the budget everywhere possible. But this is not how to achieve success. Do your research up front to know who your optimal target audience is and by which methods you can reach them.
ENGAGE
CONSUMERS
Introduce an Experience
Experiential marketing, sometimes known as event marketing, participation marketing, or engagement marketing, is a way of marketing that takes the approach of active versus passive. Instead of pushing advertising messages out through various media platforms, consumers are immersed into a brand in an engaging way, thus forming an experience. The goal is to help consumers form a memorable emotion that connects them with a brand. A consumer with a positive connection is more likely to remember your brand and ultimately become a customer.
Finding relevance in this vast array of marketing techniques takes time and research. But done well, you will have a targeted campaign that uses the best marketing methods possible for your brand, all while staying within your budget.