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Traditional marketing has been slowing down for a while now. According to Forrester, mobile technology should have over 5.5 billion users by 2022. This is almost 70% of the global market.
These predictions show all signs of a complete turn towards digital marketing. However, traditional marketing tools will still be present and part of the business world. Here are some 2018 trends suggesting how to keep the ratio of digital vs. traditional marketing balanced.
Leaving an imprint
One of the marketing goals is to leave an impression on the consumers and a lasting one at that. This will help your consumers remember you and keep coming for more. But the times are such that the digital world exchanges information quickly and abundantly. On the other hand, traditional marketing leaves a paper trail which can be kept for later and browsed again.
If you’re a small business and still looking for perfect ways to introduce your brand, consider using both. Radio ads and flyers are tied to a specific location and that’s a perfect way to start spreading the word. Even neuroscience supports the hard copy trail that traditional marketing leaves behind, stating that it’s easier to remember and process.
More focus on the content
In 2018, the focus is going to be on content marketing. This means that blogs, videos, newsletters and other digital marketing forms will be on the rise. To quote the Content Marketing Institute: “Basically, content marketing is the art of communicating with your customers and prospects without selling.”
Social networks allow you to reach global recognition for a smaller investment of funds and with dedicated marketing strategies.
For example, you can create a digital magazine with articles which don’t directly promote your brand. You can still keep traditional ads, but if you want to develop your brand widely and create an online identity than digital marketing is the right choice.
Personalised marketing is a trend that will continue in 2018. Today’s customers are not only demanding but they specifically know what they want. Customers’ behaviour and their socio-economic status will be the subject of more studies and research. Consequently, such big data will have a great impact on marketing campaigns.
Namely, this will help create more personalised marketing campaigns and accommodate the customers’ need for customisation. For example, display boards are perfect to reach the target audience. This traditional marketing means will help you strategically post personalised ads where a certain audience visits the most. Coffee shops, theatres and the metro are only some of the perfect spots to place your displayed ad since they are frequented by certain parts of the population.
People access the Internet on the go. That makes videos the perfect media to tell your story for a short period of time. Videos are perfect for YouTube, Instagram, Twitter, Facebook and Snapchat, but they need to be optimised to have a high impact on every platform.
Of course, traditional marketing used videos first. TV commercials are still popular and people can certainly remember them. But this is more due to the fact that traditional marketing is based on interruption. This action has been annoying to viewers for years and will more likely have a less positive effect than the digital strategy. So if you have to invest in one or the other, it’s better to choose digital means of video marketing.
Stop shying away from social media
Social media is not going anywhere and that’s a fact. So if you haven’t paid attention to it before, it’s time to start investing now. Facebook has over 2 billion active users per month, followed by YouTube with 1.5 billion and Instagram with 700 million.
Social networks allow you to reach global recognition for a smaller investment of funds and with dedicated marketing strategies. Since every social media has its audience as well as content format, you should try to respect these rules to lead a successful campaign. Also, social media will facilitate communication with your customers and thus help your brand leave a positive impression.
Although all the 2018 trends are more in favour of digital marketing, the traditional one is not going to be forgotten. It still has some style and influence, so you should certainly use it to overtake the competition.