Marketing your business has seemed to have gotten harder and harder. It’s a digital world these days, and that means a lot more competition is on your plate, and the rate at which the world moves on to the next best thing is faster than ever. How does a small business like yours keep up?
Well, by studying the patterns of this ever changing marketing world, and finding a place to fit yourself in it. After all, there’s lots of successful ways to advertise your business out there, and you could use any one of them to reach the customer base you know and love. Both old and new tactics have great rates of effectiveness, and you need to know which ones have the most legs for your personal company needs.
So here’s to exploring the ever changing marketing world. You’ve got a lot of work to do, and a lot of effort to put in, so let’s make sure all that doesn’t go to waste.
So, How Fast Does the Market Change?
It’s been about ten years since Facebook allowed its users to upload their own photos to the platform, and since then, the world has gone hungry for both social media and the technology that allows us to access it. And that’s the crux of the marketing situation at the moment – everyone has their own little internet portal they can craft to show off the perfect elements of their life, to tell the whole world what they like and don’t like, and who they follow, and the internet algorithms target them with specific adverts as they go. It’s a fast paced world, and you’re won’t get the same adverts on your page two weeks running.
This little example only goes to show that the market can change fast, and as consumers, we forget what came before. Do you remember the ads on your Youtube recommended section last week? Think about the tech that’s been and gone in that same ten year period: How long were we using blackberry phones until their stock crashed, and we’ve not heard a peep out of the company since? The peak of their popularity occured between 2009 and 2013, before Apple and Google overtook them – that’s only 4 years before the market moved on to something bigger and better.
What Does the New World Look Like?
The new marketing world is a digital one, and it’s only going to get more and more technologically minded. The allegations that your Alexa or your Smart TV have been listening in on your conversations, even when turned off, to bring you adverts that are so specifically targeted it’s like your house is bugged, are a scary thing to think about. Especially from a small business marketing point of view.
How do you compete with the corporate giants out there, who have the tools to constantly monitor a consumer’s profile, and who are capable of changing their vast algorithms overnight to constantly fit the market? Reading up on Slybroadcast might reveal a thing or two, but when you properly consider how intrusive advertising can become, you can offer an alternative.
You can offer the customer a step back, and instead outright ask them what they want from you – surveys, customer reports, answering their feedback on review sites etc., all prove popular with the current shopping generation.
What Old Techniques do People Still Respond to?
Because we live in an ever changing marketing world, we can simply discard the oldies and goodies of the advertising efforts of yesteryear. And that’s a mistake a lot of us can make. It’s tempting to think that anything a business from the 40s or 50s did would not work on the generation we’re serving, but it’s a misconception you should use to your advantage.
There’s still some older marketing techniques out there that work, such as word of mouth. If you have a small business, you’ve got the chance to really take the time to impress a customer. And when you do, they are guaranteed to go out there and spread the word about how well you treated them. Don’t ever underestimate the power of gossip and conversation within a community; it keeps small businesses in business more often than anything else!
So, do all the new and small businesses being started every day really fit into the advertising world we know? In some ways, yes, and in some ways, no. You have to change with the way we market, after all.