With the reinvention of marketing, dated buzzwords, techniques, and tools quickly became obsolete. In their place, new and innovative approaches to marketing continue to arise. From content marketing and native advertising to social media campaigns and real-time bidding — these modern strategies are revolutionizing how brands market themselves.
Much has changed since the advent of online marketing nearly two decades ago. Companies that once relied on billboards or flyers to promote their products now leverage technology to target niche audiences at scale. Technology allows for highly customized ads based on keyword and voice search.
As a result, the modern marketer needs to ensure they have the best knowledge. That could mean everything from courses to an Online Master’s in Marketing. The bottom line is that information is power. So, let’s look at how you can become a modern marketer in this new world.
Defining what it means to be a modern marketer
No single strategy or tactic defines a modern marketer. Instead, the key to success lies in continually learning, adapting, and applying new methods to meet your customers’ needs. The marketing landscape constantly changes. So, those who can best navigate and adjust are the most successful in their field.
To become a modern marketer, you should evolve and adapt your skills accordingly. The days of being a generalist and knowing a little bit about everything are gone. Success in marketing today requires specialization and expertise. Moreover, it requires a strong understanding of customer needs and your business model. Sure, you cannot know everything, but you can understand what is best for you and your business.
Modern marketing is data-driven
In the current digital marketing landscape, analytics reign supreme. The best marketers are data driven. As a result, they base their marketing strategies on data about their customers’ behaviors and buying patterns. For instance, they know the search terms used to find their products. They know which social platforms are the most active, and they know what content attracts the most attention.
Every marketer needs to maintain an understanding of these issues. That means that marketing strategies require on-demand, real-time information. Adjustments are part of the process. You cannot afford to make decisions based on outdated assumptions or gut feelings. When it comes to marketing, the best approach is a data-driven one.
Content marketing is key
Content marketing is one of the oldest strategies, but it is just as important as ever. Great content is essential for brand awareness and building trust with leads. It is an asset you can repurpose across multiple platforms and mediums. Furthermore, you could refresh it long after your initial investment in creating the content.
As technology and social media becomes increasingly integrated into our lives, so does digital content. According to reporting by Semrush, 97% of businesses use content marketing. Furthermore, searches for the meaning of content marketing increased by 22%. This is because content marketing is the best way to reach and engage potential customers online.
Real-time bidding is becoming essential
Real-time bidding (RTB) is an advertising strategy allowing marketers to bid on ad space on their brands’ behalf when users hunt for related keywords. This approach enables marketers to buy ad space on the same sites where leads are browsing, and that increases a brand’s chances of getting seen and leads converting to customers.
Initially reserved for large advertisers with substantial budgets, RTB is now more accessible to smaller companies and marketers. We can thank artificial intelligence and machine learning, which lead us to programmatic marketing. Programmatic marketing is the automated buying and selling of advertising inventory using algorithms. With programmatic, marketers can scale their real-time bidding campaigns to reach a wider audience at lower costs.
Native advertising continues to grow
Native advertising — paid content blending with other content on different platforms — continues to grow in popularity. From sponsored posts on social media to paid articles featured on publisher websites, native advertising allows marketers to extend their reach. It also helps them expand their brand’s influence and attract potential customers.
Native advertising allows companies to extend their reach. They can produce engaging content that does not appear as an advertisement at first glance. Why? Because marketers have learned that consumers don’t appreciate blatant advertising. Instead, they want to feel that you have provided helpful information as a source they trust.
Video marketing goes beyond ads
Once a staple of online advertising, video marketing has grown beyond the 30-second commercial. It’s now a staple of content marketing strategies. Top brands incorporate video into almost every type of content. For instance, it could go into blog posts, social media, and email campaigns. There is no limit to where you can leverage videos to engage potential customers.
The rise of social media and real-time video streaming created a new type of content that didn’t exist some years ago. Of course, marketers took notice. Streaming live videos allow marketers to interact with their audiences in real-time. As a result, it presents a more authentic brand image than a scripted video could ever achieve.
Leverage social and private label communities
Social media and online communities are potent tools for modern marketers. They provide two routes to reach your customers with consistent, relevant content. Also, they attract new audiences and engage existing customers. As we know, social media is an important marketing channel for many brands. Facebook, Instagram, and Twitter — these platforms allow brands to create branded content their followers can easily share to broaden their reach.
However, private label communities through Slack, Mighty Networks, and others unite like-minded individuals and they are also huge marketing assets. These communities allow you to engage with customers directly. So, you could answer questions and provide a personal touch. You could also create great custom content exclusively for your audience.
Greater access means new strategies
As the world expands to become increasingly digital, so does our access to information, goods, and services. The marketing landscape transformed along with it. That’s why marketers are employing new strategies and technologies to stay ahead. From real-time bidding to live video streaming and native advertising, there are many new ways to reach your audience and keep them coming back! To be a successful marketer, you must know how best to capitalize on these new strategies.