No marketing channel is dead, leverage what works for you- Holopainen
By Zion Rufus
From ‘content is king’ to ‘context is actually what is king’, time and again, emerging trends, changes in consumer behavior, and preferences have dictated tactics and strategies deployed by marketers to target new customers and retain existing ones.
As a result of this constant shift, marketers are forced to explore new marketing channels and seemingly leave others for dead. As a result of the massive shift of consumers from Facebook to other social platforms, marketers have once assumed that Facebook was a dying marketing channel. However, with over 2.74 billion monthly active users, Facebook marketing still provides businesses the opportunity to market to almost 1/3 of the world’s population.
“Nothing is dead,” said Anna Holopainen, a B2B SaaS consultant in a submission.
“Paid ads work. Billboards work. Direct mail works. Telemarketing works. Inbound marketing works. Social selling works. Drip campaigns work. SEO works. You just need to figure out if it works for YOU. That’s the hard part, but also the fun part,” she stated.
Temitope Orilua, digital marketing guru and Eagle Predict CEO once shared that while looking for new alternatives and genius ways to reach their customers, “every business should keep on doing what works for them”. He revealed in a conversation with MARKETING EDGE, “We all have a marketing mix we use and the rule of thumb is to focus on what works and figure out what doesn’t work while being clear on your objectives.”
Marketers have also long predicted the demise of traditional advertising as digital marketing technologies and their ecosystems continue to dominate growth in marketing budgets. However, as consumers spend most of their waking hours online, reports have shown that they are becoming increasingly numb to conventional digital advertising and engagement.
According to an HBR report, consumers report frustration and negative brand association with digital advertising clutter that prevents them from reading an article, watching a video, or browsing a website. For example, a HubSpot survey found that 57% of participants disliked ads that played before a video and 43% didn’t even watch them. As a result, marketers are looking for a way to cut through the noise.
Similarly, a MarketingSherpa survey found that the top five most trusted advertising formats are all traditional, with customers trusting most print advertising (82%), television advertising (80%), direct mail advertising (76%), and radio advertising (71%) to make purchasing decisions.
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