How is marketing changing

People and customers operate in a multi-channel world, and your marketing should too. Old marketing techniques that utilize email and calls exclusively are obsolete. Make sure to leverage LinkedIn, Twitter, Facebook, and other channels to reach customers. The best way to achieve the highest ROI on your marketing campaigns is to examine the data. Make sure to examine the most impactful, relevant KPI's to determine the direct impact that your campaign is having. This way you will be able to test whether certain ads, blog posts, or content are generating real traffic and driving purchases.

Without analytics you are essentially shooting in the dark. If you want your customers to see you, then you need to be seen. People don't sift through the paper anymore to look at ads or evaluate products; people look online.

Thus, your SEO is critical for customer outreach and acquisition. Focusing on using keywords in the right places, leveraging the right outlets, and connecting back to your homepage are good ways to start with SEO. But marketing is evolving. Today, we are not in the digital age of marketing. We are past the digital age of marketing, which is known as the post-digital age.

If you blinked in the last five years or had three babies like I did , you likely missed the digital age of marketing. What is post-digital marketing? According to Eric Yale , post-digital marketing is the necessity of doing what you say. What is different today than before is that digital devices have created entitled, always-on customers. The data derived from these digital devices now fuels business strategies. Marketers search for a response from another player called a prospect.

It is clear that everything starts from the consumer and their demand of goods and services. In marketing, there are different types of demands:.

It represents a huge potential for marketers;. For a company, it represents the time to innovate or change the offering;. It represents a risk for a company, since it causes an irregular cash flow;. For instance: cigarettes, drugs, alcohol and others. Marketers should understand the underlying reasons of a certain demand to increase the desirability of their offering.

The concept of demand is critical in marketing. We have just understood the meaning of demand, but what about the market? Defining a market as a physical place where supply and demand meet is not enough. A market represents a group of consumers expressing a specific demand. Sellers are considered part of the industry , instead buyers are part of the market. When marketers target a distinct audience, it means they aim at a specific market.

The image below represents the interactions among the five types of market in a modern economy. Manufacturers buy resources raw material, labor, money… and transform them into products and services. Then, they sell finished products to intermediaries companies or individuals that in turn sell them to the final consumers. Consumers sell their labor in exchange for money which they can spend to purchase products and services.

The government collects taxes and uses them to buy products and services from the other four markets to provide public services. This is just a fictional representation and some flows must be adapted case by case.

For example, online businesses can use digital platforms and advertising to easily reach the final consumers without passing through traditional intermediaries. Nevertheless, a digital platform itself is an intermediary. Facebook Ads allows companies to reach their target audience and a CMS Content Management System, like WordPress, Magento, Wix and so on facilitates the dialogue between a business and multiple visitors at the same time just think of a website. This flowchart can be broken down into even more passages.

A writer who wants to publish their book must find an agent, the first intermediary. The agent sells their work to a publisher, a second intermediary, which sells the book to the final consumer or can sell the rights to a film producer, which is another intermediary. A marketing process can be depicted as a stream of mutual interactions between a market and an industry.

The image below illustrates a basic marketing system. Although laymen think traditional and digital marketing are two different processes, digital marketing is nothing more than a marketing system applied on the Internet.

You can schedule my digital marketing consultancy now! Being more practical, digital marketing is a system that facilitates and stimulates the transactional relationship between online businesses and consumers. It aims at generating money from a specific target audience.

In the image above, I have reproduced a typical digital marketing system. The users who responded to the adverts are poured into a digital marketing funnel. Then you can, for example, shoot an ad featuring a famous person or engage a blogger or vlogger in content creation. There are many options and its up to your creativity how it would look like. Media shows us perfect images of celebrities, actors and public figures. We do like watching that, but on the other hand, we crave the world that is close to our own.

We want to see people that are honest and genuine in what they do and more importantly they are just like us. This is why a teenager with no professional background who shots videos in his or her bedroom and post them to YouTube has wider audience than any other brand that caters to the young.

Relate to issues that are relevant to them at the moment. With such message you can become meaningful to the consumers. Concurrently, they released a video showing powerful, heart-warming moments of teens opening their acceptance letters. Living in the times of constant changes might be problematic for a marketer. You get used to one app or social media platform and by the time you become an expert it is replaced by something new. However, if you want to stay on top of things you need to adapt to new technologies and follow your target audience on platforms they use.

Young people are not so active on Facebook anymore. Nowadays Snapchat and Vine are becoming the leaders. Also Periscope is gaining ground and all the other apps that provide disappearing content sharing. A few years ago Snapchat or Vine campaigns were a rarity and nobody really took them seriously. Nowadays they are very common and bring measurable results. Audi wanted to engage future buyers so they launched the Snapchat campaign.

They shared news and interesting facts from a bit different perspective, getting very positive feedback on Snapchat and different social media platforms. We live in the times when one thing is being said on traditional media and another thing people see through different channels. This inconsistent image evokes big confusion among consumers, especially the young. Information broadcast on traditional media is often perceived as lies.

Consumers are more skeptical and suspicious about what they hear and see on the Internet and other channels. If you want to convince them to your brand you, most of all, have to be honest and genuine.

You have to offer a value that is relevant to your audience. Use Brand24 to monitor positive and negative mentions about your brand! Jeep wanted to reach out to the target audience with its new car — Jeep Renegade. The brand engaged a rock band — X Ambassadors and shoot a commercial video that perfectly conveys the message and resonates with the target group. Music has been one of the most powerful tools in marketing and advertising for the past decades. It helps brands to create an emotional connection with their target audience and develop a strong bond between them that empowers brand recognition and loyalty.

It is universal language that lets us communicate our thoughts, views and opinions with global audience.