The vast majority of companies widely adopted the Internet and its tools for promoting their products and services. However, many of them continue following traditional strategies, typically out dated and inefficient compared with modern digital marketing.
Here are five old techniques you should just forget about:
- Sell the product. In the 21st century, in order to build a successful relationship with the public, it is not necessary to enhance the quality of a product or service, by enumerating its details and benefits. One of the things influencing the acquisition of a potential customer is a solid brand image. Forget about closing your deals “faster”.
- Be present on social media. Managing many social channels simultaneously and publishing content randomly is part of the past (and this is not a breeding ground for marketing).
If you wish to stay ahead, change your strategy.
First, identify the most appropriate social media for your business (wherever there are potential buyers), secondly post professional photos as well as high-quality content and interact with the audience proactively.
- Don’t ask, just say yes. When communication was one-way, the marketer could speak with no disturbances. “You need this. You have to buy this, and so on“.
Now, it is better not to make statements based on assumptions: in addition to talking to our audience, it is more appropriate to ask questions about the client’s situation and then give appropriate advice.
- Attend trade shows. Some marketing strategies, though effective, could now be replaced by less time-consuming online actions. How many days of work does it take to attend a trade fair? How many hours does it take to meet a customer face to face? How successful is a cold call?
Current digital marketing allows you to make the most of your time through new digital strategies: virtual meetings, posting, podcasts or online advertising.
- Don’t segment the market. If much of the past marketing initiatives were intended to appeal to the masses, now, the first thing to do is to segment the public. In other words, dividing it into small homogeneous groups of customers. In doing so, it is possible to precisely identify what are the needs of each of the groups and thus offering the most appropriate solution.
In order to divide a market into subcategories, you should take variables such as demographics (gender, religion or income), geographical area (country, city and climate) or socio-cultural features (religious orientation or hobbies) into account.