3 Ways to Diversify Your Marketing Game

April 15, 2019 | blog | By Ken Lowery

Here’s a true statement: the core work of marketing – crafting a message that resonates with the right audience and drives them to engage the way you want – hasn’t changed.

Here’s another true statement: the number of channels you can use to spread your message increase at a truly bewildering rate. Depending on who you ask, marketing has changed more in the last two years than it did in the previous 50, and there’s no reason to believe that will slow down.

But don’t panic! While it’s worth keeping your eye on general marketing trends, here are a few you can focus your brand on for the rest of 2019 to stay not just on target, but ahead of the curve.

Personalize everything (but especially email).

“But, Ken,” you say, “haven’t you talked a little about this before? First: thank you for paying attention, I’m very flattered. Second: yes, I have, because I think thoughtful, personalized email is just that important to your business.

For the past 15 years, email marketing has usually been regarded much like direct mail: take the shotgun approach and see what sticks. With personalization, you can segment your emails to different subscribers based on the content with which they engage. Since nearly half of consumers spend more when their experience is personalized, and 74% get frustrated by irrelevant content, this is a very good thing.

And, in this case, GDPR consumer protections work in your favor. Yes, your customers have to jump through a few more hoops to signal they want to hear from you, but you can rest assured the ones who do are genuinely interested in what you have to say.

Video fills the content bar.

Given the ubiquitous presence of streaming services and platforms, consumers have come to expect video to be a part of their online experience. According to Cisco, they will comprise upwards of 82% of internet traffic by 2021, and plenty of brands are getting into the game early.

You should be one of them, and you should consider the power of live video. Live video is frequently less polished, but that’s actually part of its appeal: slick, edited videos can give the air of being fake or doctored, while live video feels authentic (besides being cheaper to produce). Live video also adds a little extra thrill that canned video just can’t touch. If you’re hosting events or launching a new product, live video is a great way to generate excitement.

UGC makes everyone an influencer.

Genuine brand advocates are a best-case scenario for a marketing push. The reasons are immediate and obvious: user-generated content is authentic, and it’s free. In fact, user-generated content is more convincing to millennials and baby boomers alike because it’s free: if prospects see how customers are using your product in the wild, they’re a lot more likely to be persuaded as to its merits.

If you’re not convinced, here’s some numbers you can’t ignore: fully 84% of millennials and 70% of boomers say that user-generated content has an impact on their buying decisions. Find a way to incentivize the people who love your brand to talk about why they love it in an authentic way, and the prospects will follow.

KEN LOWERY is a senior digital copywriter at LOOMIS, the country’s leading challenger brand advertising agency and a top Dallas advertising agency for digital, social, mobile and user experience. For more about challenger branding, advertising and marketing, leadership, culture and other inspirations that will drive your success, visit our blog BARK! The Voice of the Underdog and catch up on all of our posts.

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Ken Lowery

at LOOMIS, the country’s leading challenger brand advertising agency


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