Ready for your FREE Consultation?

Give Us a Call Today! 317.296.7314

Ready for your FREE Consultation?

Give Us a Call Today! 317.296.7314

The Ever-Changing Nature of Marketing

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.

Share on facebook
Share on google
Share on twitter
Share on linkedin

Has Your Business Been Impacted by COVID-19?

Schedule a free 30-minute consultation, and we’ll help you uncover creative ideas to stay in front of your customers and ways to welcome them back once this time of economic uncertainty has passed. 

Has Your Business Been Impacted By COVID-19?

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.