The Ever-Changing Nature of Marketing
It’s not exactly a secret that the world is constantly changing. Even something as simple as getting directions is completely different. Twenty years ago we all used maps. Ten years ago we printed maps and directions off the internet. Today it seems ridiculous not to use turn-by-turn directions using smartphones with satellite technology. Similarly, it is important to keep up with the ever-changing nature of marketing.
So it shouldn’t be a surprise to find out that something as complicated as marketing is also in a constant state of flux. Here are some of the biggest influences on the ever-changing nature of marketing.[/vc_column_text][/vc_column]
The Shifting Industrial Climate
Even relatively stable industries change on a regular basis. Sometimes it’s a simple change, such as adding electric power tools to a hardware line. Other times it can be groundbreaking, like the shift from established intranet systems to cloud-based Software-as-a-Service (SaaS).
You also have the steady rise and fall of competitors. Hundreds of thousands of new businesses are started each month in the US, and odds are good that some of those will be in your industry. In addition, existing companies can grow to start threatening you, or you might grow to the point where you threaten large companies. The marketing for your business needs to be able to adapt to fit your competitive marketplace.
The Dynamic Demands of Customers
As new fads emerge, they bring new customer priorities with them. A great example is the recent trend towards environmentally friendly products. Today this is a major selling point in many markets, but was far less of an issue a few years ago.
You also have to consider the evolution of the marketing techniques themselves and the customer reaction to them. Look at the “Millennial” generation that grew up with the internet. The Millennials are much more likely to do research online and are more suspicious of broad promises. As they get older, they become the target market for new products, and your marketing needs to account for this.
The Developing Platforms of Communication
Anyone who’s launched a social media campaign in the last few years understands how quickly the platforms can change in modern marketing. Five years ago having a Facebook page was forward-thinking, while today it’s a necessity for many businesses. Current platforms may also change their features, such as Facebook changing business profiles into business pages.
In the ever-changing nature of marketing, the dominance of platforms can also wax and wane. Radio and TV commercials were once the dominant form of advertising, but today you can get great returns through a social media presence or through online ads. Good marketing takes all of these platform changes into account and is ready to roll with the punches.
With the ever-changing nature of marketing, it can be tough to keep track of everything and run your business at the same time. This is one of the big advantages of working with an outside marketing company. Because marketing firms specialize in marketing strategies, they can stay on top of the changes while you stay on top of your business.