Marketing Strategies has Changed now, What are new Marketing Techniques?

Everybody knows that you can market your business and products by posting leaflets on city signposts and signing up for ads in the local paper, also now a days techniques revolves around Social Media or Web Based Marketing or Creatives that could create buzz for your products instantly in this Instant World. But being in this Digital World of Digital Awareness what's next you can do for your brand and products.

1. Aggressive Moment Based Marketing obviously on Social Media its new world.

This should be no surprise to you: the first marketing strategy you should know in today’s day and age is social media marketing. Using social media platforms is effectively free and is a great way to get the word out about you and your product. You can reach an audience spread across the entire world with super-specific interests, without any trouble at all. That said, make sure you do it right (don’t spam your followers: give more than you take!) if you want to see any results. Oh, and one last thing — make sure you pick the social media platforms that are most appropriate to your organization. If you’re selling B2C (business-to-consumer), pick platforms like Facebook, Snapchat, and Pinterest, whereas if you’re selling B2B (business-to-business) pick more conservative mediums like Twitter or LinkedIn.

But here is the catch Moment Based Marketing; From food delivery apps to FMCG brands and government organisations, all are using moment marketing on digital to grab the consumer’s mind space.

Amul has been riding on the strategy for the last 53 years. These days, food delivery app Zomato is seen most active around moments. Brands such as Hajmola, Manforce, Uber Eats, Fevicol, Parle and Shilajit are cashing on the wave and building frequent communication with the audience.

#SabkoChabaJaenge, a digital campaign created by Dabur India Ltd. to promote its brand Red Toothpaste during the 2019 Cricket World Cup was a successful moment campaign.

The series of ads garnered a huge 28 million views across digital platforms. Apart from this he believes Amul has been doing moment marketing right since ages.

Durex, the Mumbai Police, Zomato and who can forget Paytm, the jackpot it hit in 2016 after demonetisation with the Paytm Karo campaign placed the brand in the consideration set of so many Indians. And it all started with just a simple tweet – ‘we have got two words for you – Paytm Karo

Moment marketing is more of a creative/content game and agencies do not spend too much money on creating or promoting this kind of content. It’s mainly smart copy and art or a tweet that gets the attention of the audience. From a media perspective, it will only make any sense if we using a moment like the World Cup or any other event. This is still planned and not at the moment.

Today the audience is documenting what they are doing live, in terms of stories and snap conversations. As brands you will need to identify where the attention is and be relevant to them. Moment marketing is just one way of doing it.

So what do you think about this technique for your brand and product. I think you should give it a try.

2. 2019 Will Be the Year of Customer Experience Email Marketing

Email marketing is another fantastic strategy nowadays, especially as most people check their emails multiple times a day (if their phone doesn’t already do it for them with notifications). Email marketing differs slightly from social media marketing in that it is a more effective way to get in contact with people who already engage with your brand, while social media is more effective in bringing in the initial attention.

Basically, don’t send unsolicited emails. Try to collect the emails of potential customers with opt-in newsletters, or gather from those who submitted their details in previous purchases, and follow up discreetly and unobtrusively for best results.

Looking at the 5 year trends in email and automation, what will be the biggest change?

Interesting snippets from brand marketers answers:

1. “AI, meaning a lot of decisions and campaign planning will become automated.”
2. “Brand distinction. While I saw a 23% increase in conversion using AI subject line testing, as the providers gained more clients we all began to sound alike. The increase was robust at first and began to flat line; lost momentum but not a downturn.”
3. “Far more automated and intelligent email marketing. Content will be pulled from existing sources and there will be less pressure on marketers to do it manually.”
4. “Email will become almost a ‘luxury’ channel – customers’ email addresses will be reserved for highly relevant, highly personalized content and brands which fail to deliver will rarely get a second chance. It will be one of the channels with the highest and fastest growing ROI.”
5. “Voice-based interaction. As people move away from using screens, emails copy needs to work equally well for someone reading it, or having it read to them.”
6. “Web-like experience within the email (shopping, purchasing, etc.) without the need to launch into a browser.”

The No Bullsh*t 2019 Email Marketing Predictions

Kickbox asked 6 email experts to weigh in on expected changes and new opportunities in email marketing – while cutting the male cow excrement. Here is their view on email marketing trends and how they can help your email marketing strategy.

2019 Will Be the Year of Customer Experience Email Marketing

1. Kath Pay: Marketers will begin to carry the same principles that make the life-cycle messages work i.e: helpfulness, personalized and customer-focused, into their regular Business As Usual / promotional emails.
2. This is called Customer Experience Email Marketing. Consumers expect brands to deliver upon the original promise they signed up to when they subscribed to your email program.

Predictive Automation For the Win

1. Dennis Dayman: With massive amounts of data collected, increasing use of automation systems and automated emails are to expect. But instead of a strategy of email programs to look back to that data, it will be about what they will NEED and want to buy next.
2. If presented right, predictive email it is not creepy. No one gets creeped out when Amazon suggests something based on your purchases and profile.

Brand Authenticity & Customer-Centric Marketing Will Shine

1. Andy Shore: With lower entry barriers for marketing automation and email marketing tools, more and more companies will use them.
2. When creating an automation, it’s important to look at it from your subscriber’s point of view. Make sure that the sequence serves their needs and the sales will follow.
3. A customer-centric approach is a part of your email marketing strategy, but it needs a to be paired with other emails that show brand authenticity and care about your relationship with your subscribers.
4. For instance ask if the email content appeals to them or what new products or services they might want. Put a face to your brand and give it some personality.

AI: New Marketing Opportunities But Low Adoption

1. Anthony Chiulli: AI will continue to grow in all aspects of email. AI will go on to provide new ways for email marketers to increase the scale, creation, personalization, and delivery of emails in 2019. Expect email marketing AI push the boundaries of automation. But adoption will remain low because of relative complexity of implementing and managing it.

Big Privacy thing, Automation Consolidation & Smarter Marketers

1. Ryan Phelan: Privacy will be the big thing. It all comes down to how marketers use and protect personal data that allows to deliver better messaging to customers.
2. In the marketing automation space, we will see more consolidation. One concern is the degradation of core marketing automation software offerings after acquisitions.
3. Marketers will keep getting smarter because the industry is flush with additional technologies to jumpstart the continuing need for relevance.

Email Gets R.E.S.P.E.C.T, but does it?

1. Jen Capstraw: Yes: Email is getting newfound respect, which will continue into 2019 and beyond. The tech industry is getting more serious about the email game because CMOs are recognizing it’s essential to holistic strategies and the all-important LTV (lifetime value) metric.
2. This move toward LifeTimeValue as the ultimate KPI means the focus on short-term conversions is waning.
3. No: Email is still getting small slivers of marketing budgets, despite the incredible ROI of email. Some are even dropping low engaged subscribers from their list to save money. Like clipping coupons to buy a Maserati. Wanna drive a Maserati? Gotta make mo money—not save a few pennies.

Email marketing trends Meta-view

What happens if you read all “Top email trends for 2019”, the “2019 email marketing predictions” and “Where is email headed in the years to come?” articles out there trying to find what are the hottest topics? No need. Gerald Marshall from blackbox.email did the heavy lifting for you and categorized 195 email marketing trends and predictions.

Category number 1: Content

Brand made content should be(come) more authentic and humanized is the prediction. To keep the subscribers engaged, we need to throw in some Storytelling and interactive content in 2019. The content firehose can only be tamed by a wish for quality over quantity.

Category number 2: Email and ESPs

The email channel is predicted to see strong use as the trust of social media effectiveness going down. Email will be a main engagement channel for customer engagement in e-commerce and amazingly…. grow sales.

For Email Service Providers marketers that know their customers demand (pre-built) segmentation. The winners in the ESP category will allow for easy interactions with direct-to-consumer subscription models, video consumption and account-based marketing tools. ESPs with CRM, advanced segmentation and cross-channel deployment is the new normal.

You can find the full meta-article and all the categories here

Back to the Future of email marketing and marketing automation

What is actually interesting about the Future of Email Marketing and Marketing Automation is that some of the trends we could see glimpses of in earlier years are deepening and becoming reality. Part is technology driven, part is creativity, part is changing consumer behavior and the last part is “Why don’t you just start doing the best-practices”. As any philosopher, time traveler, or science fiction aficionado will say, nothing as hard to predict as the future.

3. If its Affiliated then its sell-able

Affiliate marketing can sometimes be seen as a less-respected practice on the internet, but that’s just because of the thousands of ‘wantrepreneurs’ who send their friends product links to make money. As a business though, you can introduce an affiliate program to encourage other webmasters to advertise your product for you, in exchange for a percentage cut of every sale which they can drive. If you have a useful product or service, and you can pick the right affiliate rates, then there’ll be plenty of people who’ll want to sell your product for you.

4. Pay more reach more!

Internet ads fall under the “advertising” portion of marketing, which means that you have to pay to use this marketing strategy. In exchange for your hard-earned cash, there are plenty of online platforms which will display your advertisements for you. For example, Google Adwords and Facebook Ads are two online advertising platforms that allow you to display your offerings to highly-targeted audiences and receive more metrics about how they perform than with any other strategy.

These days, you don’t need an insanely high dollar amount for your marketing and advertising budget to spread the word about your business. In fact, some businesses are able to achieve marketing success with lower budgets. Still, if you’re looking to allocate a little bit of money to online advertising, of course, you want to choose the right strategies. Consider some (or all for the best ROI) of these top paid online advertising strategies to get you started!

Pay-Per-Click (PPC)

Pay-per-click (PPC) has been an effective paid advertising strategy for many years now, and this trend doesn’t show any signs of slowing down anytime soon. In fact, paid search marketing now accounts for about 65% of “clicks," compared to just 35% being generated organically. Combine this with the fact that PPC visitors are 50% more likely to make a purchase than organic visitors, and it’s suddenly quite clear why pay-per-click advertising can be an effective way to spend your marketing budget.

Social Media Ads

The power of posting ads on social media has grown exponentially in the past few years, especially as social media sites like Facebook have begun offering users more paid marketing options than ever before. For example, Facebook’s relatively new “Audience Insights" feature makes it easy for marketers to hone in on their target demographic, learn more about their preferences, and create great ad content.

Advertising on social media is one of the easiest and most effective ways to ensure your message reaches your target audience—and social media users are in agreement. In fact, 57% of Millennial's surveyed agreed that the ads they’ve seen on social media are more relevant to them than ever before.

Influencer Marketing

In recent years, influencer marketing has become an extremely effective source of paid advertising. Specifically, influencer marketing refers to working directly with a well-known industry name (such as a celebrity) to encourage your target audience to choose your company/brand. This strategy can be especially effective on social media and is a great alternative to paid ads, which some customers are now blocking. And in 2016, the use of influencer marketing even surpassed print marketing for the first time.

Banner Ads

Banner ads—those small, rectangular ads you often run into along the top or side bar of a web page—have been around for decades. Today, it is not uncommon to see banner ads displayed not just on desktop devices, but on mobile devices (such as smartphones and tablets) as well.

And despite many new paid online advertising strategies emerging in recent years, however, banner ads continue to be one of the most effective. In fact, in 2018 alone, it is estimated that businesses will spend nearly $25 million annually on desktop and mobile banner advertising combined.

Ad Re-targeting

One relatively new paid advertising opportunity that is picking up a lot of steam is known as ad re-targeting or re-marketing. This strategy utilizes cookies on a website to anonymously track users’ activities as they move across the Web. This data can then be used to ensure that users see only ads that are most relevant to them. Generally, re-marketing or re-targeting tends to be the most effective among websites that already have high traffic levels (ideally 5,000 visitors or more each month). If this applies to your site, then it may be time to consider implementing this paid strategy for yourself.

5. Product inside product inside visuals with-in visuals !?!

Another up-and-coming internet marketing strategy is to pay for product placements in content creators’ work. Take video — many YouTube channels nowadays are willing to incorporate your product into their videos for some sum of money, as long as it doesn’t bother their audience too much. Again, if you’ve got a killer product then this shouldn’t be an issue.

Product placement lets you reach your target audience in a more subtle way in this age of commercial-skipping and ad blindness. It's the promotion of branded goods and services within the context of a show or movie rather than as an explicit advertisement.

The company behind the product often pays to have their brand appear on screen so you see their product or service on a TV show or in a motion picture.

It's Nothing New

Also known as embedded marketing or advertising, this practice has actually been around for decades. Marketers have just become much more sophisticated in the ways they use it.

Once a very obvious form of sponsorship, product placement can now fly under the radar. You might barely notice that every car used in the movie or show is from the same automaker, or that everyone on a TV show is drinking the same brand of soft drink.

The Costs of Product Placement Opportunities

"Man of Steel" was a huge hit, spawning "Batman Vs. Superman: Dawn of Justice" and rebooting the whole Justice League franchise. It also took in a staggering $160 million in funding from the use of product placement. This money came from over 100 global partners that all paid healthy sums to have their brands featured in the Superman mega-hit.

They included Warby Parker, which offered Clark Kent-inspired glasses, and Gillette, which created a video series on Superman shaving. Walmart, Hershey's Twizzlers, Chrysler, Sears Roebuck & Co., Army National Guard, Kellogg Co., Nokia, Hardee's, and Carl's Jr. all bought in as well. Perhaps only "Star Wars: The Force Awakens" had a more saturated marketing campaign. 

Ford paid around $14 million to have James Bond drive the Ford Mondeo in "Casino Royale," and it was on screen for barely three minutes. That equates to over $78,000 per second.

But there are no specific costs associated with product placement. It's negotiated between the show and the brand, but it is becoming more expensive each year. 

Product Placement in Social Media

Brands are using social platforms like YouTube, Facebook, Twitter, and Instagram for product placement as well. YouTubers with millions of followers will happily wear branded clothing or use branded items to spread the word about that product to their fanbases. TV shows and movies will also tap "social influencers" to grab this audience through a different medium than TV and movies. 

Overall, product placement it here to stay. It adds realism to a show or movie when it's done well because we use these products daily. But it can also be detrimental to the suspension of disbelief with films when it's too obvious.

In conclusion, there are a number of different modern marketing strategies you can use to promote your business online. From social media to product placement, many of these methods use little-to-none cash and yield great results.

So, go give them a try, and report back with your personal results!

Reference Article: Pestle Analysis | Best Media Info | EmailMonday | Ballentine