“The more things change, the more they stay the same.” Alphonse Karr, a French novelist said that back in 1849, but it’s still pretty true today. The marketing industry is one of those things that has dramatically changed just in the past 5 years, seemingly at a pace far faster than 10 or 20 years ago. Digital marketing services are a prime example. Here are four ways that marketing has changed and four aspects of marketing that haven’t.
How has marketing changed with the rise of digital marketing?
- Your business must have an online presence.
Businesses can no longer afford to just have a little website. It’s a necessity to have an online presence across multiple platforms and constantly be creating new content.
- Marketing costs have increased.
To put together a marketing strategy across multiple platforms, you need to increase your marketing budget.
- Credibility is key today.
Social media marketing has been a game-changer in marketing, but the companies that resonate with customers are authentic and memorable. You can’t just be the loudest voice with the flashiest message anymore. You need to build trust with your customers.
- You have to think about what your audience wants.
As a business owner, you probably have a game plan. But when it comes to social media and content, you have to think about what your customer wants, not what you want to create. You can’t be selfish about your website or social media groups. It’s about the audience.
What aspects of traditional marketing haven’t changed with growth in digital marketing emphasis?
- You have to keep learning.
Learning about marketing and new avenues can really help you target your customer.
- You need to rely on customer’s actions to measure success.
Purchases drive profits. It’s not about how many people follow you on Instagram or how many downloads you get of a free e-book, you need customers who will make purchases.
- You can’t fake branding.
Say what you want about your brand, but it better match your culture and the customer experience.
- You track results and adjust.
Marketers aren’t perfect. A social media marketing campaign must be tested and tracked to see what motivates your customers and what doesn’t. You measure your campaign, see how it works. Then you adjust and try again.
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