Marketing has changed quite a bit over the past couple decades. Gone are the days where print advertising was king. Now, social media and internet advertising are the top dogs.
In the past there was less competition within industries because it was harder to get into advertising and marketing. You had to either start your own physical marketing agency or join one, those were your only real options. Now we live in an age where anyone can start a business or get into advertising. Because of this, more people are becoming marketers and selling products, both their own and affiliates. The barrier to entry is much lower than it once was, but that means that there is much more competition as well.
It is no surprise that people have lower attention spans than in past generations. People are addicted to their smartphones and the way we consume content has changed dramatically. You can learn more about the new era of digital marketing I wrote about earlier. With all this information in the palm of our hands, it is overwhelming our brains when we try to process and filter all the content we see. We are bombarded with ads every time we log into Facebook or do a Google search. With all these ads in our face it is harder for marketers to create brand awareness. Therefore, getting consumers’ attention has become the hardest part of marketing.
Getting attention is the first step in the marketing process. You must be aware of a brand before you can even consider buying it. To build a strong brand and a long-term relationship with your consumers, you need to do two things: create value and build trust. People are much more likely to buy from someone they know, trust, and relate to rather than a stranger. I wrote an article on brand loyalty and trust that is definitely worth a read. You need to be authentic and original, add your own flair to your advertising. You need to make it clear why the consumer needs your product or service. What value are you offering? Marketers have also switched from picture ads to video ads because video ads are more engaging and visually pleasing. They work great on social media sites like Facebook, Youtube, Snapchat, and Instagram. It is also important to create a ‘Call to Action’. This is when you tell your audience to do something when they view your ad, whether it is to visit your website, buy a product, or sign up for a newsletter.
Another powerful tool in getting attention is ‘dynamic remarketing’. Most of the time when someone visits a website, a very small file called a ‘cookie’ is added to your computer. The reason for cookies are to make the website load faster and save any preferences you have for that site, such as information you entered. Marketers can track cookies using software like Google Analytics. When you go on their website or view an ad, this is how they can advertise to you again. They can send you another ad or even a custom ad for people who viewed their ad/website and didn’t take any action. Dynamic remarketing alone has revolutionized the industry. This is why a lot of people are shocked, think that the internet is spying on them, or it has some magical power. The main point here is that you have to reach out to a consumer multiple times to increase the odds of them engaging with your brand. These days seeing an ad once usually won’t cut it. The more someone sees your ad and you can communicate positively with them, the better.
What will the future of marketing be like? No one knows for sure. But I guarantee it will continue to change and be more insightful. Gaining attention will continue to be more difficult as more people and more brands continue to sprout up. The good news is that if you stay on top of trends and learn the game, you will do just fine.