As consumers, it’s safe to say we are now well entrenched in the digital revolution. We spend our days (and nights) absorbing a seemingly never-ending stream of content through glowing rectangle screens of varying sizes, making us feel as if we are constantly connected to the digital world. As marketers, this feeling makes it easy for us to assume that focusing our efforts on the latest digital marketing trends and technology might be a winning strategy.
Olive certainly embraces digital marketing—it’s flexible, scalable, measurable, and effective. Which is why we keep up with the latest trends and are always on the lookout for new must-have tools for our Modern Marketer’s Toolbox. But we also believe in the value of a more holistic approach to marketing that includes a variety of traditional tactics.
With new marketing tools appearing on the horizon faster than you can say “Vine,” it’s easy to get distracted by the technology and lose sight of what marketing is really about. Trends come and go, but there are a few things that remain consistent as you work to reach your audience. After all, at its core, marketing is about communication and building relationships.
So let’s slow down, take a broader view of your marketing strategy and get back to basics.
Every brand has a story to tell and successful Modern Marketers know how to turn that story into a message that connects with their audience. But before you weave that tale, you must first gain a better understanding of the product or service for yourself. So, take a step back and look at your brand from different perspectives.
Begin with a top-down view of the company and determine what the owner or CEO believes gives your brand value. What does your sales force believe are the most important assets and weaknesses of your product or service? How do customers view your brand? Once you’ve completed this exercise, you can take the insights you’ve gained and begin building your brand’s story.
When doing so, it’s better to keep the story simple and straightforward and not overcomplicate your message with a lot of jargon or buzzwords you think your audience is expecting. Chances are, they’ll see right through this. Customers are more than numbers, they’re people and people respond better to a message that is sincere and authentic. Remember, your goal is to gain their trust and build a relationship.
Once you’ve gained a firm grasp of your brand’s story, it’s time to share it across all channels of your marketing, using a combination of digital and traditional methods.
Despite rumors to the contrary, print is not dead. From brochures and sell sheets to direct mail and print advertising, print collateral is still a viable and valuable vehicle for delivering your message to the masses. At a time when much of the information we consume seems ethereal, many people appreciate receiving something tangible. Furthermore, in many industries, print advertising in targeted publications not only lends a sense of legitimacy to the brand, it reaches audiences not captured by digital marketing.
Of course, with the rise of online communication, the manner in which print ads and collateral are used has changed over time. Today, our ability to host endless amounts of information online means it’s no longer necessary to provide every bit of information about your brand in print. Instead, print pieces are able to focus on targeted messages for specific audiences.
So, whether you’re creating a brochure, direct mail, or a print ad, keep your message clear and concise and always include a call to action that directs your audience to another communication channel for further engagement. A direct mailer might direct the recipient to a relevant case study on your website and likewise, a new LinkedIn connection could be followed up with something tangible, such as a brochure.
In the end, the most effective Modern Marketing strategy will incorporate a blend of traditional and digital marketing working in tandem to deliver a consistent brand identity. The right mix for your brand will depend largely on the needs of your audience. Regardless of the vehicles used, an authentic story with a clear message will go far when communicating with your audience and building long-term relationships with customers.
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