Marketing strategy is ever changing as technology evolves and consumer behavior shifts. One of the key important things is to always be agile and adapt. In recent times, marketing channels are growing rapidly as many platforms are competing for eyeballs. For example, TV commercials used to be an aspirational marketing channel for brands, but it’s no longer the case with the fast growing social media presence. There are also more sophisticated approaches for marketing strategies depending on the objectives. Therefore, marketers are becoming more competitive as more meticulous metrics are being monitored.
Some marketing channels that are commonly utilized by brands:
1. Google SEO & SEM
Search Engine Optimization (SEO) and Search Engine Marketing (SEM) is often used together to further maximize results. You can gain more visibility and drive traffic for your brand or products by using paid tactics. Continuous learning and improvement is necessary for long-term success.
2. Facebook / Instagram / Youtube Ads
Platforms with high use-cases and audiences are able to deliver targeted ads using their advanced algorithms. The presence of these channels are rapidly growing and you should not miss the opportunity to capitalize on this. Targeted ads usually offer better cost efficiency in terms of conversion, compared to the general above the line type of campaigns which is also harder to measure.
3. Marketplace Ads
Other than external ads channels, marketplace ads are also a great way to drive traffic and conversion. Since the ads are placed in the customer’s transaction journey, conversion is usually higher and leads to a more efficient marketing spend. With the abundant number of brands and sellers in the marketplace, it is easy for your product to lose visibility, hence placing ads is one of the ways to solve this problem.
4. Email Marketing
Email has become a primary communication channel for most people. Therefore, this is an important tool to increase the awareness of your brand or products. The key differentiating factor with ads is that email can be used as a reminder at any time, not only when the consumer is thinking about a purchase. Plus, email can be customized depending on the message that you are trying to convey. Just remember not to spam your customers, otherwise the unsubscribe button is just one click away.
5. Influencer Marketing
By now, everyone must have heard the term influencer or know a few influencers in social media. This tactic has become mainstream as it is proven to be an effective marketing strategy. The key is to know your brand’s and the influencers’ target audience and persona, whether they are aligned or not. Further, there are macro influencers and influencers with few loyal followers of which the latter usually has higher conversion than the former. Know your objectives and be open to ideas to collaborate with the influencers.
6. Content Creation
These days, people turn to social media (Instagram, TikTok, Youtube, etc) to look for brand’s information or product reviews before a purchase. These contents are part of consumers’ decision making process, hence you should carefully curate the social media content of your brands. Be sure to deliver the message of your brand to appeal to your target audience and give comprehensive information to help consumers make a decision whether the product is the right fit for them.
Overall, you need to experiment with marketing strategies to know what works for your brand and target audience specifically. There is no one size fits all approach. Continuous learning and improvement is necessary to ensure long-term success. Other than just focusing on which marketing channels to exploit, it is also important to clearly define your target audience and marketing objectives. Only then you will be able to focus on which strategy and channel to optimize for your business.