Today, the most effective marketing method is digital marketing, which is used by everyone from small businesses to large corporations. It has come a long way since its introduction in the ‘80s, when it was a new, revolutionary concept used only by a small number of innovative marketers. Marketing is constantly changing, as it’s a very dynamic niche, and although traditional marketing techniques have been deemed dead for some time, a more effective strategy can be created by combining digital and traditional marketing techniques. Traditional marketing still has the power to engage consumers effectively, when paired with new technologies. Even though marketing nowadays focuses on its digital aspects, because a large part of the population indeed spends most of their time online, people still read newspapers and watch TV. This means that traditional marketing can still be leveraged for achieving better results. Here is how you can create a branding strategy by combining the best of both worlds.
Active and passive strategies complement each other
In 2012, Pepsi decided to entirely switch from traditional marketing (TV ads) to social media, and they lost a lot of money due to lost market shares and volumes. This means that focusing only on traditional or digital marketing will cover only a portion of the offline or online audience. The main purpose of advertising is to promote a brand or a business to their target audience, as well as promote products and services, in order to attract and convert as many people as possible. To abandon one for the sake of the other can be bad for business, even though both approaches share the same principles of attracting clients.
1. The anti-branding strategy
Anti-branding strategies are there to exploit the close association that big brands have with their marketing tools (such as names and logo designs), and feed on the consumer’s mistrust of them. The concept of the supermarket white label is one of the most successful anti-brand strategies, when consumers are encouraged to believe that they’re receiving the exact same quality of a product, but at a lower price. The company can then slash its production costs by using limited advertisements, simple logo designs, and basic packaging. You can also reset their expectations by creating a different aesthetic. For example, brands can change their store’s appearance to give them a more local aesthetic (so-called local washing).
2. The cult brand strategy
If you can’t penetrate a particular niche market successfully, create your own niche. You can be different by being more ethical, being better, and being more affordable. Don’t lose heart if you don’t have the resources to compete with the market leaders directly, to appeal to a niche audience or undercut their prices. Do things your own way, and you can still grab a big portion of the market. Certain brands (e.g. Formula 1 Racing, Apple, Porsche, Harley Davidson, etc.) have a die-hard following, and their customers don’t want to go elsewhere no matter what. The key to the cult brand strategy is to remain consistent – you have deeply loyal followers that are interested in everything you do and expect you to conform to certain standards. Cult branding and premium branding overlap in that way, and you shouldn’t appear like you have “sold out” to the mainstream by creating expected quality.
3. The premium strategy
In order to succeed with the “premium product/service” strategy, everything about your brand must show class, from packaging design to staff attire. In order to justify a higher price tag, you should focus on quality above all else. Provide a remarkable experience to your customers by exuding quality, from your designs to how you respond on social media or answer the phone. Consumer behavior is an important element of any marketing equation, so you also need to study it, and discover your ideal customer’s desires. Use market research to understand your customers, discover their desire and needs, and identify where best to place your products/services to attract your target audience.
4. Digital event marketing
Event marketing allows marketers to come in direct contact with their target audience. Since the introduction of social networks, event organization has constantly been going through changes, and with social platforms like Facebook, marketers can advertise different promotional events and track and engage the attendees. In order to increase event attendance and social media following, companies can:
- Create separate event pages on Facebook, LinkedIn, Upcoming, or Eventbrite.
- Create a hashtag for the event and engage attendees to share their event experiences on their social media profiles.
- Give away promotional items and merchandise as rewards for social media contests for event attendees. As promotional merchandise is affordable and widespread, this can produce a great return on investment.
- Share photos, audio, and videos on social media and motivate the attendees to do the same.
When it comes to a company’s brand recognition, spreading marketing efforts through both traditional and digital marketing channels will definitely improve your audience reach. With traditional marketing tools such as leaflets and billboard ads, you can direct different types of consumers to your website or social media pages. There, they can subscribe to your online announcements and enter the sales funnel. Just remember that digital and traditional marketing aren’t meant to oppose, but to complement each other. Utilize the strengths of both worlds to maximize your marketing efforts and get the best overall results.
What Twitter Says
— GrowthHackers Slack (@GrowthHackSlack) October 9, 2017