Five Vital Tips for Marketing in 2019
What do you think is going to happen with marketing in the coming next year? Well the truth is no-one knows for certain, but as the year draws to a close, let’s take a look at some trends to understand why we think these tips for marketing are going to help you.
Reputable content, not ads.
For some years now, we know that people were turning their backs on traditional advertising. As far back as 2015 a Nielsen study revealed that that the top four most-trusted sources were: people you knew, top branded sites, editorial sites, and review sites. Ads were near the bottom and that fact hasn’t changed. People are putting their trust in people they know, with a whopping 30% percent of internet users expected to be using ad blockers by the end of 2018, traditional advertising is on the decline. So, does this mean marketers should throw the baby out with the bath water? Not necessarily. There’s still a place for some advertising but they have to be more relevant, better targeted and hold more valuable for the consumer. Which is why we see more money heading into; content marketing, influencer marketing, referral partnerships, i.e. other methods that are designed to bring actual value to audiences.
Create don’t conform.
It has been said, loud and often, that print is dead but recently we heard of a company that used software to acquire physical addresses for clients and began sending them printed newsletters. In the age of HubSpot and MailChimp, this organisation went against the flow and spent extra money on doing it the old-fashioned way and its campaign was successful.
Basically, everyone had gone digital, so these guys saw an opportunity to do something different. Now, I’m not saying that businesses should try to resuscitate print marketing or do something simply because it’s unusual if that doesn’t resonate with their audience. But integrated campaigns with creative distribution tactics that engage audience members that your industry competitors might not be considering, that’s the key.
Overcoming internal barriers.
At the beginning, I spoke of the need to create engaging content rather than just ads but writing engaging content doesn’t only help marketing, it can be used to enable your sales teams, as well as being valuable for recruiting, investor connections, internal training, or pretty much every other aspect of your business. Firms that put up barriers between organisational sections, fail in the long run. Leaders are built on departments that are symbiotic. Creating attractive content shouldn’t just a marketing concern, it should be use as rocket fuel other parts of your business, recruiting better talent, lowering operating costs, and improving relationships with investors and customers, but most importantly, the reason most people go into business, a great return on investment.