It’s not news that the marketing world has been well and truly disrupted by the advent of digital tactics. The rise of social media platforms, email marketing and online consumption has seen drastic changes such as the reduction in volume of physical mail sent and widespread redundancies across newspaper offices.
But is it really all about digital? In a word, no. In fact, Amazon has announced that it will be distributing its first ever printed Christmas catalogue this year.
In order to avoid being left behind, marketers and businesses in general need to embrace the full marketing mix and ensure that they are evolving their offline tactics to complement digital demand.
Here are five quick tips to help you on your way:
1. Segment, segment, segment
Don’t bore your audience with irrelevant content. Through data capture exercises and customer analysis, segment your data in ways that will be useful for your individual marketing, for example geographical location, age or supermarket of choice. This way you can tailor messages both on and offline, making you more efficient, reducing costs and avoiding ‘switching off’ swathes of your engaged audience.
2. Make them feel special
Epsilon carried out research on millennials and discovered that the 18 – 34 age bracket is actually more than twice as likely to subscribe to printed catalogues, and is highly responsive to direct mail. So, give them what they want. In addition to being available on their digital channels, land on their doormats and build on that relationship.
3. Make a cognitive response happen
The point of the marketing mix is that it is just that; a mix. Your consistent message needs to be loud and clear across a multitude of channels and platforms. Social media, email marketing, direct mail, advertising, shop fronts… The more times that consistent message is seen by consumers, the more they will subconsciously recognise it, which can translate into sales.
4. Don’t copy and paste
Lazy tactics are obvious. Brands that copy and paste the same content across all of their social media profiles without tailoring it to the different platforms, or who post a photo of a newspaper article instead of having their own version of the story on their blog / website and sharing it with an explanatory message or teaser copy – they’re switching people off. Take the time to make your messages appropriate to the places you are posting them – consistency is not an excuse for ‘copy and paste’ tactics.
5. Go for it!
At the end of the day, every step you take in embracing these changes is a step closer to dealing with digital disruption. It won’t always be easy and very often, marketing requires testing and analysis to identify where changes are needed in order to deliver results. Above all, don’t bury your head in the sand – digital disruption is here and it’s not going away any time soon!
Confused? Throw us a bone on 01325 486666 and see how Harvey & Hugo could help you to deal with digital disruption.