What's the difference between new and old marketing strategies?

Marketing in today’s age is all about building trust, and reputation, and connecting with your clients on a more personal level. Before it was, scamming, pressure, hype, and selfishness.

“Today, a brand is the company’s promise to deliver a specific benefit that addresses a particular need of its customers.” — Phil Kotler

Marketing has undergone a major transformation in the previous years. With the internet blowing up, COVID-19 hitting and closing down businesses. Digital marketing became urgent for most businesses that were trying to survive, marketing is no longer restricted to traditional marketing.

Before it was all about, going from door to door with a man either making appointments or selling right on the spot. It was mostly a man wearing a suit, with a briefcase full of samples or brochures with endless information.

Then it moved to telemarket, making 250 dials a day trying to land at least 5 sales a day if not more. Going all the way to 2019, we are in the days of online marketing and if your business doesn't have a digital presence, you are already falling behind your competitors. Most marketing happens on our phones and computers, where we swipe left and right or up and down. The key is now staying consistent and providing value to your audience.

With that in the back of our heads, marketing now needs new skillsets, approaches, and attitudes. It has become multi-dimensional, each marketing strategy now has a business side, an analytic side, and many more. Some are made solely to generate leads and some are focused on establishing a brand. All marketing strategies comingle with each other, for example, to create a website you need to have blog posts, social media, testimonials, and a subscription option.

Here is how you build a business in the digital world

I can't emphasize this enough, HAVE A FOCUSED NICHE, this is where marketing strategies fail most of the time for businesses that just started. They try to reach everyone, but they almost always reach no one. Amazon started with books and now they sell everything you can think of.

Without having a focused niche, your audience will get confused about what they will get from using your services. For example, a general doctor gets paid 250 thousand dollars a year and if you specialize you go up to 300 thousand then 500 thousand, etc. Specializing in one thing will help you build a good reputation and then when you come out with something new you have your previous customers excited already.

Arvind Parthiban describes in his article "How Marketing Has Changed Over Time And Ways To Excel At It In 2019" marketing as a thread that "encompasses nearly a dozen kinds: digital marketing, social media marketing, influencer marketing, content marketing, micro-influencer marketing, inbound marketing, evangelism, cross-media marketing, direct marketing, multi-level marketing, guerilla marketing."

Arvind beautifully explains that marketing isn't what it used to be in the past, it is all about building a reputation on social media through content or influencer marketing. So, you have to think what does my business need? What is my weakness in my business and how could I improve?

You need to attack your audience’s pain points, for example: if your targeted audience is struggling to try to get rid of pimples and dark spots, you provide them with a free skin consultation or give out samples of your product. What Curology does is make specific products for their customers that work for them only?

Watch the marketing trends and changes in social media, back when Rik Tok became popular Instagram would make their reels a priority to compete against Tik Tok. So if you hopped on right when they made that update your page would've grown drastically. Always keep an eye on your competitors and learn from them, and find what is working and what isn't working.

Use technology to your benefit, there are endless resources that the internet has for us, most importantly being KPIs (key performance indicators).

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