People hate advertising.
Unless they are talking about Superbowl ads, advertisements usually receive bad ratings. What if you could offer people your product/company information without being rejected? As more consumers are bombarded with advertisements, some creative business minds have designed creative marketing techniques that are less offensive to the public. Is your company utilizing any of these techniques?
1. CONTENT MARKETING
In the recent 2 years, companies have increasingly been turning to content marketing to create awareness of their businesses. Content marketing is often found to be an effective method of advertising because the company is giving the customer some useful information that can help and benefit the viewer in some way. It is less likely to be rejected because the content does not look like an advertisement. Examples of content marketing include:
*Infographs (maps or charts that display some useful information)
*Interesting/funny videos (the main content may not focus on the company, but on another idea)
Another advantage of content marketing is that it’s usually free. Many companies offer their publications on social networking sites, emails, or search engines; if the information is interesting enough, people will read and perhaps share the information with others. Thus, if done in the right way, this method of communicating with people about your product can be very effective and cheap.
2. SEOs & SEMs
Search Engine Marketing (Search Engine Marketing) is placing information about your company/products on popular search engine sites such as Google, Bing, or Yahoo. These ad placements often are effective in driving traffic to your products or services, because the content of your advertisement can be optimized to be viewed by customers who perform searches related to the content of your ad. These ad placements are not free, but the number of visitors who can access your ad is often large. (Below, we can see the number of the number of active users on the 5 most popular search engines in the world.) Search engine optimization (SEOs) are a little different from SEMs. Each search engine has search results that are ranked in an order that lists the web pages, videos, or content which the search engine considers most relevant to the particular search results. Each website has its own standards for which web pages will be listed on the first page of the search engine results. Different companies have different strategies for increasing their chances of having their information placed on the first page of the search results. Some modify their HTML codes and the website content (they try to make the website appeal more to possible popular searches.) sOME place certain keywords a certain number of times in their website to increase their prioritized search chances. Other SEOs work by taking advantage of search engines functions. For example, some website designers will fill the article with keywords. Other designers will go a step further and hide keywords in the background of search engines so the search engine will place their information first.
Consumer preferences are shifting. In the last few years, we have seen an increasing number of people turning to shopping online. During the highest buying and selling time period for western companies (October through December) the number of people shopping online is now greater than the number of people purchasing products from a shop. A new generation of buyers is also arising: millennials. According to statistics, 74% of millennials will shop online for products before (or while) they are in a shop to find the best prices. What does this mean for your company? You can directly compete with brick-and-mortar shops for customer services no matter where your company is located.
4. CROSS PROMOTIONS
Operating in a silo is a phrase used to describe a company who acts alone in their marketing campaigns. Advertising costs and effects can be greatly diminished if companies partner with organizations who offer similar products. Cross-promotions is the process which companies group together and share the costs of an adverting. There is great potential with this type of marketing. For example, if your company sells baby beds and another company sells baby toys or food, imagine how many more customers could be leads to your products or website if your products were advertised on your partner’s web-page. At the same time, other companies will group together to share the costs and profits of an advertising campaign. Thus, with cross promotions, we can see great potential for decreasing costs while increasing your reach.
5. MARKETING TO PHONE USERS
Most webpages are built and designed to appeal to desktop users. However, studies have found that this year, for the first time, the number of people making purchases from their phones was actually greater than the number of people purchasing by PC. The future of marketing is mobile. It is estimated that on average, companies waste millions each year creating advertisements and websites that appeal to mobile users. Instead of building a web page that appeals to PC audiences, it is recommended you now prioritize your website to appeal to mobile users.
6. DIRECT RESPONSE ADVERTISING
This type of marketing encourages people to sign up for company newsletter or create an account in exchange for an offer. This type of advertising offers your viewer something free, a discount, a copy of a company’s business report, or a special service. This type of advertising can create lists of contact information your company can used by your marketing team to offer products or information later on.