The nature of our work, especially as digital marketers, has continued to evolve at an unprecedented pace. Companies are getting bigger and marketing strategies are evolving to account for new trends and technologies. In recent years there have been four major areas of online marketing change. These areas are Mobile, Programmatic, Social Media Advertising, and most recently Video Advertising.
Before the 21st Century Marketing Strategy
Due to these changes, the development of marketing strategies changed drastically as well. Traditionally, a marketing strategy was primarily created to stay top-of-mind with the consumer. Businesses would do this by distributing their creative through various media outlets. Once the media was running, the marketing strategy required minimal maintenance with small changes being made once or twice a year.
The introduction of Online Marketing changed everything. Today’s advertising agenda puts the consumers at the wheel. A marketing strategy must resemble a customer’s preferences instead of blasting them with products or services.
As mentioned above, the four tactics that have affected marketing strategies the most are Mobile, Programmatic, Social Media, and Video Marketing. Each tactic has its own place in a well-rounded marketing strategy. The rest of this article will outline and discuss the role each one can play to create a 21st century marketing strategy.
Mobile Advertising has changed the game for consumers and businesses alike. Out of 318 million Americans, 111 million are on their phones and continue to check them frequently. According to analyst estimates, by 2019, mobile display ads will account for nearly 40% of all digital display ads – that’s nearly $15 billion.
Programmatic ad buying in combination with hyper local targeting is widening the possibilities for marketers. Programmatic allows marketers to reach pinpointed audiences on the devices they use the most. This sophisticated technology and data analysis provides unparalleled insights for marketers.
Social Media Advertising
Social media moves fast, so marketers must be smart about the programs and strategies they implement. Social media is capitalizing on “now moments” and has a tremendous impact on how consumers interact and view brands. Utilizing Social Media Advertising as an extension of the customer service plan or policy is the best way to expand and improve the customer experience.
Video marketing has revolutionized the way businesses approach their online marketing strategies. The mass increase in video production has flooded the online landscape with footage about anything and everything. Want to learn about a business? Watch their company culture video on their website. Need help fixing your car? Type in what you need and watch a YouTube video of someone showing you how it’s done.
The rise in video production has been attributed to the shift from desktop to mobile. More than ever, the average person has access to content in the palm of their hand. Additionally, digital technology is cheaper today than it ever has been before. This combination has created limitless opportunities for people to engage with content – specifically video content.
Shifting to the 21st Century Marketing Strategy
The message is this: everything is changing at an increased rate. Technology for automobiles, homes, and shopping continues to change marketing strategies. Moving forward, the goal is to get in the mind of your primary audience and make their consumer experience memorable.
Utilizing the four tactics above can help create a 21st century marketing strategy that will generate leads through multiple sources and cultivate interest for your business. The days of planning once and being done are over. Today’s marketers must be consistent and relevant in the “now.”