As the world becomes more digitally dependent, the way in which we market our brands evolve. The digital era allows companies to interact with existing and potential customers in creative ways via multiple channels.
You may think that this development of technology and knowledge would mean traditional marketing theories and frameworks would be forgotten and left behind. When you look a little deeper you will actually see that businesses still operate around traditional marketing theories. Behind the face of a company social media page or glitzy digital ad campaigns, the basics of marketing are still being upheld.
The foundations of marketing are taught at a young age. At this point in life theories like the marketing mix, SWOT analysis or Ansoff’s matrix don’t make much sense without any relevant business experience. These marketing fundamentals ensure marketing consistency and corporate message clarity. With the marketing world becoming ever more complicated, this can be the difference between brand success and failure. As marketing teams create imaginative digital focused marketing campaigns there is still the need to remembering their relatively simple marketing theories that revolve around knowing the audience and the market. This will not only reduce the risk of failure but also propel themselves ahead of competitors.
If we take a step back, you’d be amazed to see that these traditional approaches still run deep in our modern thinking. Online listening tools substituted focused groups, segmentation and profile is dominated by website data, even the way we network has changed with the development of social media but the objectives continue to stay the same, as marketers all we want is to know more! I’m sure, when you asked those companies that do engage with their audience, you’ll find they will take a mixed approach to marketing. Even with the rapid growth of technology I’m a firm believer that these tools don’t replace the insight gained from human interaction. When a mixed approach is taken; research costs can be reduced, word of mouth propelled, industry influencers are engaged and ROI generated.
The digital era has meant we are able to do these traditional marketing principles more efficiently and arguably with greater effect. It is easy to forget exactly what you are trying to achieve when starting a marketing project. Creating a multi-channel marketing campaign is a very daunting task. If companies take the time to plan their marketing strategy (around these marketing basics) they will be able to be consistent over multiple platforms, offer great customer experience and reap the benefits that this digital era has to offer.
Final notes, make sure your social media campaign fits the overall corporate strategy, think carefully about what you want to achieve and use the basics of marketing as a solid platform to build from. It seems so simple but going back is often the best way to go forward.
By Peter Knott, Social Media Manager at Lansons.
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