Q1 Gut Check: Marketing Trends to Focus on in Q2
News flash, folks: Q1 of 2020 is wrapping up.
Remember three months ago when we all heard the somewhat-trite “new year, new me” chants? You know, those people who wanted to change their lives drastically — lose weight, stop smoking, get out of debt, whatever. But then, like in previous years, we see them reverting back to their old habits.
Sadly, the same results can apply to marketers who either don’t like change or simply don’t want to change. We’re noticing more in the industry still trying to do what they did in 2010 — and some even in 2000 — in an effort to keep up with the industry as it moves further into the 21st century.
Something a good college instructor will tell a cub marketer in class: Marketing is tough. Something else a good college instructor will say to that cub marketer: Everything — including marketing – evolves.
Let’s discuss marketing of the present and future, versus marketing of the past. As we continue to venture further into 2020, here are three things to focus on as you prepare your marketing plan for the rest of the year.
Email … use it.
Contrary to popular belief, email is NOT dead. And email marketing shouldn’t be considered dead, either.
Because it’s 2020, some believe that email marketing is a thing of the past. While it’s not dead, it is evolving — like everything else. According to a Pepipost article, the quantity of emails sent in 2019 is actually increasing. The number is already pushing the 300 million mark,” the article states, “and is expected to rise to nearly 350 million by 2023.”
Some believe that email is dead because of how long it has been around. After all, email is one of the oldest forms of technological communication. But just because something is old doesn’t mean it’s antiquated. Big difference — particularly in marketing.
What can be done differently? Try using it for market research to identify target audiences. The Pepipost article says to “leverage your marketing research with the latest and greatest marketing tools and trends.” A good email marketing campaign is still a very trusted way to not only build new relationships, retain old relationships and assist in developing your overall brand.
Stop trying to box everyone
There was a time when marketing basically was sold in bulk. In other words, when a marketing strategy was implemented, it wasn’t focused on a small group of people.
That’s not how things work anymore. Every person is different, and the best marketers not only understand but cater to that.
Howard Gardner is a development psychologist and a graduate school professor at Harvard University. He is best known for his theory of multiple intelligences, which simply says individuals have different ways of processing information. Gardner’s theory critiques the standard intelligence theory, which focuses on correlation among abilities.
Some old-school marketing tactics support standard intelligence. Marketing tactics of the present need to support multiple intelligences.
Video use: Quality over quantity
Video marketing is huge and has been for a couple of years. If your company is using video properly, you already know about the results it can produce.
That said, some still don’t understand that a solid video campaign requires thorough planning. And some still don’t understand that simple mistakes with video marketing can downward spiral any strategy.
Videos are great, but if you don’t know your audience, videos can be a waste of time and money. Again, gather all the information possible about your target audience. Then, cater to them — and no one else. Know your audience.
In knowing your audience, also appreciate your audience. Low-budget videos are often seen as a joke, regardless of who you present them to. Use the proper production tools that will create a professional video. To add, make sure the content included has purpose. You don’t want boring content. That’s “constant engagement 101” — and yes, that’s still a thing in 2020, too.
With all this said, your video must close the deal. While making a full video sound like one long sales pitch is a bad idea, it’s a must to finish strong and grab the attention of your consumer. Engage your audience, then persuade your audience.
The times are changing, and while change isn’t easy for some, it’s a must for all if you want to be successful. Change is how companies grow; it’s how individuals mature. Leaving these mistakes in the past will help to make that transition into 2020 smoother.