Yesterday, marketing was constructed by “who, what, when, where and why” questions for any given business. Literally going to the market with goods for sale, word of mouth, printed media advertising, television, radio, were simplified ways to inform customers about your existence.
Today, marketing is created on thousands of platforms on the internet, mainly through social networking websites such as Facebook, LinkedIn, Yelp, YouTube and other online media that belong under the modern concept of marketing. Moreover, tools as Google Analytics, Google Adwords, etc. are the new “experts” that have replaced most of the traditional forms of marketing.
The advent of new technologies has made it easier for businesses to communicate with their clients, but it has also caused so many new touch points to appear, that it becomes difficult for a business to manage all of them.
Traditional communication tools cannot keep up with this pace. That is why marketers should be open at all times to new methods and means of communicating.
Modern marketing takes traditional marketing’s ways of thinking and reshapes the process so marketers can adapt more quickly to the changing landscape. It is an approach that must be user-centered for continuous learning on the part of the marketers that implement it.
1. Upgrade the customer’s experience by using different touchpoints
Websites, social media, emails, presentations, brochures, advertising, and everything in between. This way, brands create a direct communication channel between them and their customers by trying to make them feel unique.
2. Personalize the relations with consumers
The expectations of the modern customer don’t end with a fancy brand experience. That experience must also be tailored to them: make them feel unique, treat them as individuals, not as groups. To achieve that level of personalization, you must develop a deep understanding of your customer.
When it comes to the brand experience that we propose at FromScratch, tailored services are a top priority.
3. Integrate channel strategy
The number of clicks on a website, increasing visibility online, and reaching more clients, are all concrete objectives of modern marketing. That is why it is important to integrate multiple channels to achieve the best possible result. For example, make sure to refer to other pages in your blog articles.
4. Combine inbound education with outbound promotion
The “information age” means that potential customers are doing more research than ever before ordering something.
Inbound marketing allows brands to support this search during every step of the customer journey while building trust and loyalty. Outbound marketing, on the other hand, builds general brand awareness to achieve the best results. The key is finding the balance that works best for your brand, your customers, and of course, your budget.
When it comes to our work at FromScratch, we’re constantly looking for and applying modern marketing strategies to distinguish ourselves from our competitors, but also to offer fresh and new possibilities to our clients.