Break out of your marketing comfort zone

Published September 18, 2013 at 8:18 am

A recent AdWeek article discussed this issue, saying that more options are available than ever before for marketers. There are those who say marketing must be focused around either social or mobile, while others insist that the message must serve a customer’s needs—not just inform. Or, there are advocates for creating experiences that cross numerous media barriers.

The article explained that today’s world of advertising and marketing is similar to a traveler being given the choice of a car, bus, train, plane, bicycle or boat to get from Point A to Point B.

“Imagine if the wrong decision would result in significant extra costs and major problems,” the news source said. “Or imagine if the wrong decision meant you couldn’t get there at all. That’s what it’s like for marketing decision makers today. Marketers, agencies and media companies are constantly facing high-risk decisions.”

Essentially, it is a blessing and a curse for the industry. While technology has helped propel marketing forward, it also means that companies are being forced out of their comfort zones. However, when businesses can utilize as many mediums as possible, they can be sure to reach their target audience on an acceptable platform.

For example, combining direct mail marketing with social media ads could create a well-rounded campaign. It is not a matter of when companies adapt, it is a matter of how. The more knowledge that organizations can gather, the more successful they will be in reaching customers.

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With technology ever-evolving, it is easy to assume that today’s marketing world only needs to include web-based marketing or direct mail approaches—one or the other. Depending on the audience, it is critical to pick the best option and stick to it. However, with so many choices available, it can often be overwhelming for those trying to create that ideal, game-changing campaign.

A recent AdWeek article discussed this issue, saying that more options are available than ever before for marketers. There are those who say marketing must be focused around either social or mobile, while others insist that the message must serve a customer’s needs—not just inform. Or, there are advocates for creating experiences that cross numerous media barriers.

The article explained that today’s world of advertising and marketing is similar to a traveler being given the choice of a car, bus, train, plane, bicycle or boat to get from Point A to Point B.

“Imagine if the wrong decision would result in significant extra costs and major problems,” the news source said. “Or imagine if the wrong decision meant you couldn’t get there at all. That’s what it’s like for marketing decision makers today. Marketers, agencies and media companies are constantly facing high-risk decisions.”

Essentially, it is a blessing and a curse for the industry. While technology has helped propel marketing forward, it also means that companies are being forced out of their comfort zones. However, when businesses can utilize as many mediums as possible, they can be sure to reach their target audience on an acceptable platform.

For example, combining direct mail marketing with social media ads could create a well-rounded campaign. It is not a matter of when companies adapt, it is a matter of how. The more knowledge that organizations can gather, the more successful they will be in reaching customers.