Marketing requires keen insight in how to approach a product, service, or brand and effectively get it out to customers or other businesses. As one of the main forms of communication within commerce, marketing has evolved radically with tech advancements and social media, but some principles still remain the same. Cutting-edge ways to market a brand or product will either capitalize on a new insight or reformat a classical view in marketing to the 21st century economy. In today’s economy, businesses demand marketers think beyond the everyday and try looking outside of the box when it comes to ad campaigns.
What Consumers and Businesses Want
Marketing techniques have evolved to work beyond the everyday concept of an advertisement presenting or selling a product or service and now telling them what it is. Consumers, in an ever-competitive marketplace that has been energized by the internet, no longer want ads that talks at them. They want something that many ads have lost over time: engagement. Consumers and businesses want to be engaged in how the item relates to the customer or how it will help empower them. This leads to a new school of thought and appreciation toward the customer where companies want the consumer to become part of the greater whole of the business’ mission.
How This Changes Marketing Campaigns
This emphasis on engagement is helping many businesses stand out from the onslaught of advertisements available online. Instead of plain information, engaged campaigns stimulate consumers’ interest in the brand. One example of this is through education. Many advertisers have begun understanding that providing helpful information to customers on subjects they want to know more about helps build trust and ensure the customer becomes a repeat customer. This can be illustrated with a company that provides a specialized service, like a lawn care company, which curates a blog that offers useful tips and information about upkeep for a healthy lawn. One might think giving away such information would mean overwhelming a customer, but it actually shows that your brand is an authority on the subject and helps instill a sense of trust in your brand.
What’s most interesting about this new emphasis is that avenues to grab the attention of consumers haven’t changed. What has changed is how a company goes about investing in their marketing strategies. Classic marketing strategies are still necessary; they just need to be done properly.
One classic marketing strategy is the use of mailing lists. These lists are an accumulation of names and addresses of potential customers for a good or service. Typically, companies would have data on target markets in place and be able send direct mail advertisements to potential customers. The directness of this approach often made people uncomfortable or tired of facing large amounts of junk mail.
Direct mail techniques can still be effective today but you need to be able to think outside of the box and invest in engaging advertising. One popular example is from the furniture company IKEA. In 2010, IKEA catalogs were sent through direct mailing lists but they also included 3D, postcard pop-ups that formed into tiny furniture. This helps associate the direct mailing with the unique selling point of IKEA: furniture that’s easy to put together.
How Will You Think Outside The Box?
Just like direct mail campaigns, ad campaigns need to be fresh and innovative for customers in order to grab their attention. Without something engaging, the advertisement, in whatever form, will be seen as junk and your business will lose out on a customer base that it shouldn’t have had any problems securing in the first place.
About the Author: Robert Cordray is a freelance writer and expert in business and marketing. He has received many accolades for his work in teaching solid entrepreneur advice.