Digital marketing has been the prime focus for all corporates in recent years. Whether it’s a small business or large multi-national firm, every organization seems to be spending heavily on digital marketing.
A few years ago, SEO was a game changer in digital marketing but it quickly faded off due to unpredictability. Marketers then switched to SEM methods namely PPC/PPV advertising. SEM is still practiced today but unless you have an expert marketing team, it can quickly eat up marketing budget without the expected ROI.
Social media marketing (SMM) is the buzzword nowadays and rightly so. Again, if you don’t have sufficient understanding of how to set up a profitable campaign then it can yield negative ROI. Facebook PPC is the most popular one in this category. To put it gently, Facebook PPC is a double-edged sword. If done rightly, your brand can have a tremendous exposure. But on the flip side, if you don’t know what you are doing then Facebook PPC will consume your budget in a flash with no results whatsoever.
Companies still continue to spend a humungous amount of money on digital marketing. In fact, digital ad spend is about to exceed TV ads in 2017 as per a research conducted by eMarketer.com. It’s only when the marketing campaign fails to achieve the goal then people realize that it’s not working.
In nutshell, digital marketing needs a lot of split testing before you find the one which works. Not to mention the commitment needed in terms of time and money. You should continue digital marketing but with proper testing and a tighter budget. Once you find the marketing campaign which gives the expected positive ROI then scale up quickly.
With your digital marketing efforts, never neglect the old trusted offline marketing tactics which still deliver results. Here we look at some of these old-school tactics which never seem to fail.
Probably the oldest of them all but still very effective strategy. Initially, print media was all about pamphlets/ handouts and editorial ads. Print media has now evolved into Brochures, Flyers & Business Cards. Nearly every retail establishment has brochures or flyers at their reception desk. Brochure/Flyer is your sales pitch, make it as appealing as you can. If you need professional templates then there are a lot of resources available on the web like the ones showcased over here:
Trade shows/Product Expos
The good old trade shows have stood the test of time. In an age of digital media, the number of trade shows which happen every year across the globe hasn’t decreased at all. There is a reason why trade shows continue to be effective. Trade shows give you an opportunity to express yourself in the best way possible in front of potential customers. The key advantage of participating in a trade show is that the people who come here are already interested in what you have to offer.
This offline tactic is less effective compared to above two. But a billboard with a catchy message at a strategic location can do wonders for your business. You wouldn’t have seen billboards of big shot companies today if this method was not working.
Have you seen the latest ad on TV from your favorite soft drink brand about a coupon code underneath the bottle cap? It’s a perfect example of marketing using product merchandise. Try to give away some free stuff with your product. Make sure your brand name is visible on the free giveaways. This method works like charm.
This one is similar to the previous method. By offering discounts you immediately get an edge over competitors. People love discounts & offers, so you are guaranteed to get a loyal customer base using this method. The holiday season is the perfect time to use this tactic.
Word of mouth
Many people don’t realize the potential of this marketing tactic. Word of mouth is a type of viral marketing method similar to social media. The only difference is that you spread the message in person with your colleagues, family & friends. People gossip all the time if your product is interesting then rest assured that the word will spread like wildfire.
Last but not the least, attend seminars related to your field. The contacts you make at such events are invaluable and will help you get some potential clients. Better yet, give a seminar yourself if you are an expert on a topic.