21st-Century Marketing

The way marketers approach marketing in the 21st century is very different from how they did it a decade or so ago. For starters, there are more choices with regards to communications, media opportunities, and support. Additionally, there is more competition from different media, especially since the internet has allowed companies from across the world to compete virtually.

Indeed, technology offers a lot more than just multiple options for conveying marketing messages. Today, marketers can leverage a range of tools to increase their selections for forming these messages, from sound to graphics to motion. However, they need to be careful not to make their content tedious for their audience, but rather clear and engaging.

Here are some strategies that professional marketers are using to make their marketing campaigns 21st century friendly:

  1. Telling a Story

    People love to listen to stories, and the better you are at telling them, the more attention you can draw from your audience. Engaging stories generally require minimal effort for the audience to stay focused, which gives you a chance to push your brand, product, or service to customers.

    There are many kinds of stories, from your business history to testimonials from successful customers, all of which help to make your brand more trustworthy.

  2. Selling Benefits, Not Features

    Many brands make the mistake of promoting their products by selling the features, forgetting that their audience is already aware of what they’re offering and doesn’t need the constant hard selling. Instead, sharp marketers have been changing their focus to the benefits that their products/services provide to customers.

    It is important to examine the questions and concerns of customers, and then create content addressing those topics. Rather than spending time focusing on product, price, place, and promotion, smart marketers are using the solution-based marketing approach that looks at the direct values and benefits that consumers will receive.

  3. Use of Interactive Media

    Now that you know the kind of content that appeals to your audience (solution-based marketing and storytelling), you can explore different media options to relay that information. Interactive media provides a convenient and fun way for the audience to consume content, and there are so many useful tools to facilitate this process.

    In fact, your competitors are probably using these tools to engage their audience in an exciting way. Things like infographics and videos are engaging, require minimal user effort, and are easy to understand.

  4. Optimized for mobile

    Lastly, make sure that your marketing content is optimised for mobile devices. Everything you design should be focused on usability and conversion, which means that it must not only be useful and engaging, but also mobile-friendly for easy consumption.

Final note

These tips and tricks should make your marketing campaign more enjoyable, but remember that it takes smart thoughts and dedication to make your content compelling enough to entertain your audience.

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