The Death of Traditional Marketing
As TV shifts to streaming, radio is replaced by Spotify and podcasts, and remote work quickly becomes the norm, interruption marketing is quickly becoming a thing of the past. Businesses can no longer rely on traditional ads, commercials and billboards. The 21st century calls for more innovative and in-depth marketing strategies.
What is Interruption Marketing?
Interruption Marketing is precisely as it sounds: an advertisement on TV, radio, print, or a billboard that interrupts the programming that you’re trying to enjoy. This type of marketing dominated the 20th century, starting with print ads in newspapers, followed by radio commercials, and eventually TV programs being watched at home. It worked well when there were limited alternatives for news and entertainment, as the audience was captive. Standing out only required originality, a catchy jingle, and (of course) the money to buy a time slot.
However, this approach is fading for three reasons:
People are now exposed to 500% more information compared to just 25 years ago. As a result, we tend to ignore a lot of the information that comes our way.
Streaming services have provided people with the freedom to choose when, where, and how they consume content and engage with brands.
Social media, influencers, and search engines enable consumers to directly interact with brands or rely on trusted influencers who review, promote, or endorse specific brands.
What Does This Mean For You?
This means that today’s businesses have to meet customers where they are, and have “advertisements” live natively . This involves much more advanced strategies than traditional marketing employed. Gone are the days when you could hire a famous celebrity and write a catchy jingle.
Today you need you need to be where your customers are, be able to be found, and then, if that isn’t enough, you need an original idea that stands out.
Why Is This Harder?
This is harder because it takes times and an understanding of your audience. In order to do this you need to:
You need to find the right social media channel.
You need to post consistently, most experts say this means posting at least once a day.
You need to optimize your social profiles with a united brand image and voice.
You need to design a strong and recognizable logo.
You need to know the best time to post for your audience.
You have to actively engage with your audience.
All of this takes a lot of time and effort. Growing a social media presence can take months or even years depending on how competitive the industry you are in is. On top of this you need to be responding to and working with the audience you worked so hard to gain. According to Sprout Social 89% of social media messages go unanswered. This is despite 55% of consumers learned about new brands on social and 78% of consumers were willing to buy from a company if they had a positive experience with them on social.
However, this also means that smaller businesses can now grow faster. You no longer need to shell out millions to advertise on prime time TV, the super bowl, or the most popular radio stations. With social media, google, and blogs you can grow an audience for less. Though it does take more work and time then before.
How to Succeed In Today’s Market
This means that in order to succeed in today’s market you need to be:
Generating meaningful content that can be picked up by Google or create engagement on social media.
Generating that high level content on a consistent basis.
Designing and creating meaningful & original logos and other brand images.
Responding to customer’s social media questions and posts.
Keeping business information up to date on Google and Social Media Platforms.
Posting with a unified and recognizable brand voice.
Why A Unified Brand Voice Is Important
What I mean by that is that it is important to have a strong identifiable brand across all marketing platforms. This means that all of your logos, images, and messaging matches across your paid ads, social media posts, branding partnerships, and original website content. When I think about this, one company really comes to mind, Audible.
They are audiobooks, not books on tape. They basically changed the lexicon of America from books on tape to audiobooks. They mention it in all their ads, whether it’s influencer or radio, they buy google ads for the term and they rank in the top 3 for pretty much every audiobook term.
This is the type of brand marketing your company needs to do in this day and age in order to compete for the attention of consumers.
Free Marketing Data
If all of this sounds overwhelming, it can indeed be challenging. Fortunately, there is an abundance of free data available on your website visitors, social media engagement, and other metrics. However, this also presents new challenges, as the increase in data means more information to sift through and absorb, creating its own set of issues.
Why You Should Work With KBL
If you are a business professional or entrepreneur reading all of this you are most likely thinking where will I get the time, or even if you have the time how will I know where to start? And that is why you should think about working with Key Branding Labs. We offer content marketing, social media marketing, brand development, and graphic design. Let us create the content needed to grow an audience on social media. Let us consistently post quality content and respond to customer queries. Let us make sure your business information is correct and out on the web. Let us develop a strong unified brand voice and a recognizable logo so that your company can flourish in today’s day and age.
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