Today, we are seeing an increasingly “always-on” culture. People are staying connected to avenues of communication, whether that means broadcast media or mobile devices, virtually all the time. This means, instead of targeting consumers through carefully chosen time slots and seasons deemed most appropriate for a product’s projected demographic, marketers need to be ready, willing, and able to reach potential consumers at all hours of the day, every day of the year.
There are endless avenues of communication; if consumers are not taking a break, why should your marketing campaigns? In order to get a better look at the challenges and issues in today’s changing marketing world, Advertising Age|BtoB and Kern, an Omnicom agency, conducted a study, the results of which highlighted eight key strategies the most successful companies have adopted. Here is a brief description of “The 8 Pillars of Marketing Success.”
- You must adapt to being “always-on”. Roughly 39.1% of marketers are currently implementing always-on programs.
- Embrace Big Data to your advantage even if that means utilizing only one segmentation such as demographics or existing customer surveys.
- Today’s consumers are savvy and have a world of information at their fingertips; in order to catch their eye and keep their attention, spoil them with access to information about your product.
- Create a variety of available content and connect with buyers at varying buying stages.
- Earned media, social media in particular, has just as much, if not more, power and potential than owned or paid media.
- Be smart and be selective but be willing to put in the work. “Attempt to score leads appropriately, qualify the ones you send to sales, and nurture the ones that need further information.”
- Cooperation and open communication with sales benefits everybody.
- Knowledge is power and metrics are critical in knowing what approaches are working so you can adjust, improve, and move forward.
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