The new media environment is here. Or really, it’s been here long enough already that we should be used to it by now. The one constant in the marketing world of the 21st century, however, is change. In this rapidly changing technological and social environment there are new pitfalls and problems appearing every day to challenge us and force us to rethink the way we do marketing. If you’re not careful you can slip into a certain way of thinking that will lead you into some serious misstep. Follow these keys for your marketing plan and approach this year and make a difference for your brand.
Learn to be Objective, Listen to Others
As you cultivate your marketing mindset this year and start to brainstorm ideas for your 2018 plan, hold yourself accountable and make sure you listen to others around you. We all like to think we’re objective and that we know best how to deal with our field, our product and our audience. The truth is that everyone is fallible, and often our irrational love for our own ideas doesn’t necessarily prove the quality of those ideas.
In this constantly changing media environment, a little bit of humility and careful consideration before moving forward with an idea goes a long way. Every week or two another ad campaign majorly flops or inspires significant negative publicity, and in hindsight, the problems are so clear! One example from last year was the Pepsi ad that tried to comment on political divisions and Black Lives Matter protests. Failures like these could be avoided by simply making time to vet projects more extensively, opening them up to criticism before they’re aired to the public. The brainchild project you’re so proud of isn’t always going to be perfect – but you won’t know that unless you listen to people around you.
And in what some call the “post-truth” era, there’s more and more distrust and questioning of statements and claims out there. Think twice before you stretch the truth, and set yourself apart as a brand by seeking objectivity.
Invest in Training and Skill Development
“Every day there’s something new that changes the whole field,” says Rich Newsome, attorney and co-founder of Newsome Melton Law. “If you don’t have someone already working on figuring out how to use it, you’re behind.” New technologies and practices are being developed every day to match the proliferation of new media platforms and avenues for marketing. It’s your job as a marketer to stay on top of these developments, to be a “change manager.”
That means not only being aware of latest advances in the field, but investing the time and staff to be able to take advantage of them. A Capgemini Consulting study in 2017 revealed that 70% of companies in the U.S. and 55% worldwide observed a widening talent gap when it comes to new digital technologies and the ability to take advantage of them. Continuing education for you and your staff to close that gap has to be a priority. Make time for developing new skills. Your brand will suffer if you don’t.
Let Your Brand Be Genuine
Customers buying into brands today need their brand to have a personality, to represent something. One large study in 2015 showed that 91% of consumers internationally expect businesses to act responsibly and keep external interests in mind. A full 84% say they choose products from responsible, pro-social companies when possible. Gone is the era where brands could stay out of all public conversations and get by with nothing but silly, gimmicky ads. People have values and beliefs and they want to see that your company has those too. It doesn’t need to be anything controversial, and it’s safer if it’s not, but you have to somehow humanize your brand.
The most important thing to keep in mind here, however, is the importance of sincerity. If your attempt to show some sort of value or corporate responsibility is just empty posturing, audiences will see right through it and it will backfire. Let the social values of your brand come from the brand and the company itself. Smart consumers will pick up on that authenticity, and that will draw them in to your brand better than anything else.
Time to Multi-Task
If you really want to connect to your customers in 2018, you need to engage them at multiple levels. Effective marketing now means you have no choice but to work across many platforms at once. Don’t neglect your social media presence, but also don’t forget the value of video advertising across platforms like YouTube and Netflix. And that doesn’t mean you can ignore more traditional advertising media either.
The most important thing is to know your audience. Know who your potential customers are and be able to effectively target them. Follow their lead and go where they go. You have to be consistent and disciplined in your multi-platform approach so that customers don’t drop through the cracks.
For more tips, tools, and hacks to make your life as a marketer easier- join us at Modern Customer Experience 2018. ModernCX’s Modern Marketing track offers more than 200 expert-led sessions geared to equip you with new skills you can immediately apply to your work.
Register for Modern Customer Experience 2018 here.
