Friday, October 5, 2018

Marketplace News

Embrace Voice Marketing
Voice assistants are now everywhere from being on your phone, in your car, and at retail stores to being in your home and office. It’s been suggested that 50% of all searches will be voice activated by 2020! This, of course, opens the door for marketers who are starting to understand the potential these devices hold. Radio marketing may be a potential model, but there will still be a lot of trial and error to be worked out. In fact, Amazon and Google will most likely use the voice search data gleaned to push ads into other platforms, like search results and email.

Bottom line? At this very moment people are buying products based on the power of speech, so the businesses that capitalize on this rapidly moving new media trend will definitely see a return on their investment and be poised for future growth.

Consider Creative Delivery
Every new integrated campaign should consider creative distribution approaches that focus on engagement. Target ways that your competitors may not be considering. For example, instead of digital newsletters, consider using direct mail (I know, old school). Or instead of telephone cold calling, make group presentations at uniquely created events. Remember, it’s always about breaking through the clutter and zigging while others are zagging.

Create Engaging Content
Two words: Influence Marketing (IM). Influencers are people who can deliver actual value to your target audience. If you don’t know already, IM is a form of marketing that focuses on influential people rather than the target market as a whole. It identifies specific individuals that have influence over your potential customers, and then orients your marketing activities around these influencers. They could be academics, journalists, industry analysts, professional advisers, etc.

Developing long-term relationships with influencers will lend credibility to your brand, thereby building TRUST...and no matter what year it is, TRUST is always “in.”

Communicate Personally
Technical automation is here to stay AND very beneficial when used correctly. However, it should never take the place of an authentic, person-to-person conversation.

Make it a company rule to visit your clients in person at least once a year to see how you can improve your service. I can assure you that your relationships will improve and your clients will stay longer and spend more. Why? Because you will be building a relationship, not just adding a number.

For more information on creative communication strategies, contact


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