By: Johana M. Caba, M.A.
The Old is the New Marketing
Last year, one of the marketing trends that saw a rise in the virtual world compared to previous years was podcasting. Marketing and advertising teams were spending more money on podcast advertisements which led to the trend being classified as “the old is the new marketing.” Podcasting, in essence, is the same thing as radio. So, now marketers are spending money on getting featured in podcasts which are the new spin to a traditional media outlet.
A few years ago, the trend was influencer marketing where companies were spending millions in collaborations and partnerships with influencers from social media and YouTube. Now, people are also spending more time on more traditional media outlets that have been modernized for a virtual world. Like we discussed previously, radio has been adapted to the virtual world through podcasting while TV has evolved into streaming services. Advertisers and marketing teams spend a lot of time in buying advertising spots on radio, podcasting, TV, and streaming services. So, the new is not necessarily completely different from the old.
The traditional media outlets have evolved to fit into the new norm of society. Everything is virtual. We can conduct interviews from anywhere in the world, as long as there is an internet connection, and promote products all over the world by having access to various communication platforms. The one media outlet that was never traditional, and continues to see a rise in user growth and engagement is social media.
Social Media for Branding and Marketing
While social media is considered to be a part of the new style of marketing and has its own set of programs to learn compared to traditional marketing, it is still marketing. At the core, marketing is about promoting and selling. On social media, brands can promote their products to a larger audience with a lower budget. This is particularly beneficial for smaller businesses while larger businesses with bigger budgets tend to make the most of social media marketing. These businesses tend to employ a mix of social media and influencer marketing to get their products out to millions of people.
Marketing is not only about promoting and selling, it does not always lead to the outcomes you expect. Before you begin marketing, you need to do your research and you need to build a strong reputation. Strong brands do not come about in days or weeks, it can take years if not decades to develop a strong and strategic brand that lasts. This is why branding is so important with social media. In this almost fully virtual or remote world, your social media presence is just as important as your presence in person. And, this does not only apply to people, it applies to businesses and brands.
To ensure that you develop a strategic brand online, it is important for you to distinguish yourself from the competition. You must research your competition to really figure out what makes you different and what will be that final factor that will convert potential customers into paying customers.
The New Face of Strategic Marketing and Branding
The new face of strategic marketing and branding is not really new, but rather evolved. Strategic marketing and branding are still about the same thing that they used to be decades ago, but have now evolved to more avenues and outlets. Things now change in a matter of seconds, so it is important for brands to be flexible and adaptable to changing times. But this is why it is also important for businesses to develop a strong and strategic brand that withstands the test of time. They must focus on building a trusting, honest, and relatable brand online with their target audiences.
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