Brand Awareness, It's All Gone Digital, Have You?
If you're still sending out flyers, bulk emails, cold-calling the phone book and you're getting poor results, have you ever stopped to consider why? Or, are you stuck in the 2000s and holding onto when you had some great results? You know, when that customer called as you were dancing to Shaggy telling you 'It wasn't me!' on the office radio. If so, I have news for you, it's now 2023 and the world has gone digital.
Let's take a look at how things have changed over the past decade.
Business is constantly evolving, and one of the most significant changes we've seen in recent years is in the way businesses raise awareness of their brand and acquire new customers. In the first two decades of this century, businesses relied heavily on traditional marketing methods such as print and television advertising, as well as direct mail and telemarketing. While some of these methods are still effective today, the rise of digital marketing has completely changed the game. In this article, we'll explore the differences in approach between the 2010s and today when it comes to customer acquisition, and what can happen if you don't change your approach.
The Rise of Digital Marketing
In the past decade, digital marketing has taken the world by storm. With the rise of social media, search engines, and other online platforms, businesses now have an unprecedented opportunity to connect with their customers and raise awareness of their brands. In the 2010s, businesses could get by with a simple website and some basic SEO, but today, the digital landscape is much more complex. To be successful, businesses must have a strong presence across a range of channels, including social media, email, search engines, and more.
The Importance of Personalisation
One of the most significant differences between the 2010s and today is the importance of personalisation. In the past, businesses could rely on mass marketing techniques to reach as many people as possible. However, today's consumers expect a more personalised experience. They want to feel like they're more than just a number, and that the businesses they interact with understand their unique needs and preferences. To achieve this, businesses must leverage data and analytics to create targeted marketing campaigns that speak directly to their audience.
The Role of Content Marketing
Another major change in recent years is the increasing importance of content marketing. In the 2010s, businesses primarily relied on advertising to raise awareness of their brand. Today, however, consumers are increasingly wary of traditional advertising and are more likely to respond to high-quality, informative content. By creating valuable content that educates and entertains their audience, businesses can establish themselves as thought leaders in their industry and build trust with potential customers.
The Consequences of Not Changing Your Approach
领英推荐
If you're still relying on traditional marketing methods from the 2010s, you risk falling behind your competitors and losing out on potential customers. The world has changed, and businesses that don't adapt to these changes are likely to struggle. Today's consumers are more tech-savvy and demanding than ever before, and they expect businesses to be able to meet their needs quickly and efficiently. If you don't change your approach to customer acquisition, you risk losing out on potential customers who are looking for a more personalised, engaging, and informative experience.
Failing to Adapt
There have been several companies that have failed to adapt their marketing strategy to digital platforms, and as a result, suffered negative consequences.
Here are a few examples:
1.????Blockbuster: Blockbuster was a video rental chain that dominated the market in the 90s and early 2000s. However, they failed to recognize the growing trend of streaming services and digital downloads, and as a result, their business declined rapidly. In 2010, Blockbuster filed for bankruptcy, and by 2014, all its remaining stores had closed.
2.????Kodak: Kodak was once a leader in the photography industry, but it failed to adapt to the digital age. Despite being one of the pioneers of digital photography, they were slow to recognise the potential of digital platforms, and as a result, they lost significant market share to competitors like Canon and Nikon. In 2012, Kodak filed for bankruptcy.
3.????Borders: Borders was a major bookstore chain in the 90s and 2000s, but they failed to adapt to the rise of online bookstores like Amazon. Borders had an opportunity to purchase a stake in Amazon in the early 2000s, but they declined, and as a result, they struggled to compete with the growing popularity of online shopping. In 2011, Borders filed for bankruptcy and closed all its stores.
These are just a few examples of companies that failed to adapt their marketing strategy to digital platforms and suffered negative consequences as a result. It's a reminder that in today's business world, it's essential to stay up to date with the latest trends and technologies to remain competitive and relevant.
We should close by concluding that the differences in approach between the 2010s and today when it comes to raising awareness of your business to new clients are significant. The rise of digital marketing, the importance of personalisation, and the role of content marketing are just a few of the changes that businesses must adapt to. If you're still relying on traditional marketing methods, it's time to reassess your approach and embrace the changes of the digital era. By doing so, you'll be better positioned to connect with your audience and grow your business in the years ahead.