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ABOUT THE AUTHOR
Account Executive Casey Maxwell grew up in Edmond, Oklahoma. After receiving a Bachelor of Science degree in marketing from Oklahoma State University, she returned to Oklahoma City to pursue a career.
Learn more about Casey Maxwell+
Learn more about Casey Maxwell+
Marketing: Should Your Brand Go Traditional or Digital in 2020?
When you think of marketing, what first comes to mind? You may think of traditional advertising mediums such as television or radio commercials and newspaper and magazine advertisements or flyers, printed collateral and dare I say it, out of home options such as billboards.
What about the digital side? In today’s digital world, consumers in America spend over 11 hours a day on electronic devices. Search engines, social media, websites, mobile applications and more host digital marketing and yes, your brand should be utilizing these tactics.
In today’s digital world, companies must be active online in order to succeed according to Modern Marketing Today. This is something to keep in mind when creating digital ads, writing content and posting on your social media channels, all of which should work in tandem.
I’m not here to say traditional marketing mediums are not effective, but it is important to know where your audience lies and the best way to reach them whether it be through traditional or digital means. Most likely your audience is using digital platforms in some capacity every day, so it’s important for your brand to have a presence on these mediums.
Benefits to digital marketing include:
What about the digital side? In today’s digital world, consumers in America spend over 11 hours a day on electronic devices. Search engines, social media, websites, mobile applications and more host digital marketing and yes, your brand should be utilizing these tactics.
In today’s digital world, companies must be active online in order to succeed according to Modern Marketing Today. This is something to keep in mind when creating digital ads, writing content and posting on your social media channels, all of which should work in tandem.
I’m not here to say traditional marketing mediums are not effective, but it is important to know where your audience lies and the best way to reach them whether it be through traditional or digital means. Most likely your audience is using digital platforms in some capacity every day, so it’s important for your brand to have a presence on these mediums.
Benefits to digital marketing include:
- Targeting a more specific audience. When you use traditional marketing, you may only reach a fraction of your intended audience. With digital marketing, you can target those who are most likely to interact and take an action with your brand.
- You can interact and create relationships with your consumers. With social media advertising and influencer marketing, you can respond to comments and questions from your audience to provide customer service and gain real-time feedback.
- Digital marketing is cost and time-effective. Digital campaigns are a fraction of the cost of traditional marketing efforts and you can review the data faster to make intentional adjustments, all with the click of a button for a report.
Should Your Brand Pick Up the Latest Trends on Social Media?
Online trends have a major impact on today’s consumers. It seems like every week there is a new meme or hashtag going around social media. From a funny story to a crazy video, everyone online is talking about it within minutes. The big question is: should your brand take part sharing the popular trends on social media?
Does it go along with your purpose? First, you must think about your brand’s purpose. Does it fit into your brand’s goal or mission? If your brand’s mission is to provide luxury event services and the viral video going around the internet is of a cat jumping on a trampoline, it might not be the best fit to share on your business’ social media accounts. If your mission is to provide homes for abandoned pets through adoption, it may be a fitting video to share!
How can I relate it to my brand? Before you share that viral video or meme, think of how you will tie it into your brand. After you have decided it will be a good fit, you want to think of a way to tie it in with a comment or caption from your account to make it relatable to everyone who follows you. By adding your own commentary or “twist,” it can be the reason your post resonates and sticks with your followers.
Don’t just post it to post it. Although it may seem like a good idea because everyone else is doing it, if you join in to repost the funny animal video everyone is talking about without a purpose, your commentary could get lost in the long list of shares or retweets it has.
Make sure the timing is right. Social media trends are just that: trends. Viral videos are not usually viral for long, so you must make sure if you are going to use it in your social media content, you should do it quick while it is still relevant. If you wait too late to hop on the trend, there’s a chance it will no longer be well received as there will be something new that everyone is talking about.
Remember, if you plan on sharing that viral video, ask yourself these questions: Does it fit well with our brand’s purpose? How can I tie it into my brand? Is it still relevant to post? Sharing viral content on your business’ social media can be beneficial and add personality to your brand when done the right way!
Does it go along with your purpose? First, you must think about your brand’s purpose. Does it fit into your brand’s goal or mission? If your brand’s mission is to provide luxury event services and the viral video going around the internet is of a cat jumping on a trampoline, it might not be the best fit to share on your business’ social media accounts. If your mission is to provide homes for abandoned pets through adoption, it may be a fitting video to share!
How can I relate it to my brand? Before you share that viral video or meme, think of how you will tie it into your brand. After you have decided it will be a good fit, you want to think of a way to tie it in with a comment or caption from your account to make it relatable to everyone who follows you. By adding your own commentary or “twist,” it can be the reason your post resonates and sticks with your followers.
Don’t just post it to post it. Although it may seem like a good idea because everyone else is doing it, if you join in to repost the funny animal video everyone is talking about without a purpose, your commentary could get lost in the long list of shares or retweets it has.
Make sure the timing is right. Social media trends are just that: trends. Viral videos are not usually viral for long, so you must make sure if you are going to use it in your social media content, you should do it quick while it is still relevant. If you wait too late to hop on the trend, there’s a chance it will no longer be well received as there will be something new that everyone is talking about.
Remember, if you plan on sharing that viral video, ask yourself these questions: Does it fit well with our brand’s purpose? How can I tie it into my brand? Is it still relevant to post? Sharing viral content on your business’ social media can be beneficial and add personality to your brand when done the right way!
THE POWER OF WORD OF MOUTH MARKETING
When a brand or company tells you they’re the best, do you believe them? How about when your best friend tells you a specific brand is the best? You’re going to believe your best friend’s recommendation, right?
Word of Mouth Marketing is something that every company and brand should think about because consumers believe more of what their friends and followers have to say than what the company itself might have to say.
According to Social Toaster, 92 percent of individuals trust word-of-mouth recommendations, and 76 percent of individuals surveyed say that they’re more likely to trust content shared by ‘normal’ people than content shared by brands.
When we look for a specific product or service, we often go to those we trust for advice, friends or social media followers. With Facebook and Instagram’s new features for recommendations and questions, you can easily hop on your profile to ask, “Where’s the best place to get this?” or “What kind of that should I get?” People are quick to respond with their personal stories and experiences with certain companies and brands, so you want to make sure you are one of their recommendations.
One way to do this is to create share-worthy content. Inviting followers to share your posts, pictures and videos is a great way to gain exposure from all their friends and followers.
Giving consumers a unique and memorable experience is another way to ensure they share your content. By giving customers a positive experience, they will be more likely to share it with their friends. However, you must remember as people often share their positive experiences on and offline, they are more likely to share the negative ones as well, so make sure your service meets and exceeds their expectations.
Word of Mouth Marketing presents two important products, trust and loyalty. By creating trust with consumers and followers, you create brand ambassadors for your business. Someone who shares their experience on or offline becomes a brand ambassador for your business. Consumers who hear about your brand through a friend or follower are more likely to stay loyal than those who learn about your brand in another way.
Word of Mouth Marketing on and offline is a priority element to always keep in mind when you are creating a brand’s communications strategy and messaging.
Word of Mouth Marketing is something that every company and brand should think about because consumers believe more of what their friends and followers have to say than what the company itself might have to say.
According to Social Toaster, 92 percent of individuals trust word-of-mouth recommendations, and 76 percent of individuals surveyed say that they’re more likely to trust content shared by ‘normal’ people than content shared by brands.
When we look for a specific product or service, we often go to those we trust for advice, friends or social media followers. With Facebook and Instagram’s new features for recommendations and questions, you can easily hop on your profile to ask, “Where’s the best place to get this?” or “What kind of that should I get?” People are quick to respond with their personal stories and experiences with certain companies and brands, so you want to make sure you are one of their recommendations.
One way to do this is to create share-worthy content. Inviting followers to share your posts, pictures and videos is a great way to gain exposure from all their friends and followers.
Giving consumers a unique and memorable experience is another way to ensure they share your content. By giving customers a positive experience, they will be more likely to share it with their friends. However, you must remember as people often share their positive experiences on and offline, they are more likely to share the negative ones as well, so make sure your service meets and exceeds their expectations.
Word of Mouth Marketing presents two important products, trust and loyalty. By creating trust with consumers and followers, you create brand ambassadors for your business. Someone who shares their experience on or offline becomes a brand ambassador for your business. Consumers who hear about your brand through a friend or follower are more likely to stay loyal than those who learn about your brand in another way.
Word of Mouth Marketing on and offline is a priority element to always keep in mind when you are creating a brand’s communications strategy and messaging.