As the New Year begins, we are contemplating how much marketing has changed over the past decade. We experience and see these shifts daily as a branding and marketing agency. In this article i will explain How Marketing Has Changed In The Last Decade.
Once upon a time, the loudest voice was sufficient to attract the most clients. Consider the time when you used to hear those loud vehicle advertisements. Or when all it took to attract people’s notice was a large Yellow Pages advertisement. With good shouting, you were able to boost your bottom line. Providing quality goods and services was sufficient, and a reactive customer service strategy was effective. A reactive strategy focuses on customer service only when there is a problem or complaint.
Unfortunately, this outdated marketing method is no longer effective, and companies must adopt a new strategy. To survive and grow in today’s economy, your firm requires a comprehensive strategy involving multiple disciplines. It involves a coordinated strategy in three primary areas: establishing your brand, developing effective marketing campaigns, and fostering a positive workplace culture that drives an exceptional customer experience.
Definition of marketing decade
The term “marketing” appeared in the 1900s to describe activities and institutions taking place in markets, and early marketing textbooks were largely descriptive of these activities and institutions. Marketing Management, published in 1967, was the first text to use an analytical approach to marketing and include findings from scholarly studies. The book synthesized economics, behavioral science, organization science, and mathematics ideas to offer breadth, depth, and anbehavioural addressing marketing issues.
Here are some key points if you have followed you are holding existing brand positioning.
Position your brand
Your brand is how your customers perceive your company. Your brand’s strategic positioning will assist you in defining your ideal audience. It will also assist you in effectively communicating to that specific target how your brand differs from the competitors. Because we are constantly assaulted with ads, our attention span is relatively short. Our brains will immediately tune out anything that we do not require. That’s all just noise.
On the other hand, a well-positioned brand plays beautiful music to an ideal audience’s ears. When developing your brand’s position, make sure to be specific. Clarity is critical if you want to capture the attention of your target market.
However, thanks to the internet and social media, presenting your brand today is more difficult than it was ten years ago. Every day, 24 hours a day, consumers have rapid access to a massive amount of product and service information. They use PCs, laptops, mobile phones, and smartwatches to access information at home and on the road. While this tremendously benefits customers, you might need help. The strategic positioning of your brand will help you define your ideal audience. It will also help you communicate to that audience how your brand differs from your competition.
Buyers may now read product reviews, see product demonstration videos, and compare prices online. That means people can see the entire value of a product or service before purchasing it, rather than making a purchase and afterward discovering the thing wasn’t worth the money or the service was worth more than what they paid.
So, what does this indicate for you? It is now time to consider brand authenticity. Your brand, products, services, and the team should all demonstrate that you truly teach. Position your brand as something it is not. Customers will figure it out and spit you on the internet and social media. Take pride in who you are. And consistently deliver brand authenticity, your customers will come to you first.
Once your brand has been properly defined, it is time to become consistent. Your value to your market must be front and center in all your branded marketing materials. One of the most prevalent problems in small business marketing is the need for more consistency. That is the only way your market will remember and retain your company. Inconsistency will confuse your audience and make it difficult for the customer to remember you.
Creating Effective Marketing Campaigns – (How Marketing Has Changed In The Last Decade)
Digital marketing represents the most significant evolution in marketing over the past decade. Digital marketing encloses all forms of online marketing. Effective digital marketing is vital for your business due to the meteoric rise in business websites and the nearly 90% of consumers who claim to conduct online research before making a purchase or employing a service provider.
You must identify the optimal marketing mix for your organization. Marketing channels can incorporate both traditional and digital approaches.
Traditional print materials – flyers, mailers, print ads
TV, radio, and online ads
A content-rich website optimized for SEO
Social media marketing
You can A/B test some of your marketing campaign initiatives to determine which ones are more effective. Change what needs to be fixed and build on your accomplishments.
A/B test some of your marketing campaigns to see what works best. Build on your successes, and change what needs to be fixed.
Provide an Outstanding Customer Experience
Historically, consumers had significantly fewer resources to assist them in purchasing decisions. Consumers are now educated. Because customers rely considerably on research and reviews to decide whether or not to connect with a brand, the dance to purchase is frequently much longer than we would prefer. Before they ever contemplate purchasing from you or entrusting you with their business, today’s customers browse at least two websites, read reviews, and investigate your social media. The average number of touchpoints required for a customer to purchase or hire a business is 10.
Our customer experience models can no longer be reactive for this reason. We must adopt a proactive strategy that enables us to create the customer experience we intend to offer.
Mapping your ideal customer’s journey, from initial contact through service delivery, may help you and your team execute your brand promise. Providing an exceptional customer experience leads to client retention, increased referral rates, positive reviews and feedback, and business expansion.
Providing an exceptional client experience also fosters a business culture in which all team members are invested and on the same page. Empower your workers to do whatever is best for the customer’s satisfaction. Company-wide training can ensure that you and your employees can serve each customer effectively.