Think of your old marketing like a literal silo that stored grain for the population but eventually became insufficient because you were getting more sources of grain. That’s why you ended up building more silos to accommodate.
On the other hand, will these silos eventually replace the oldest one? It’s like one day, you’re suddenly presented with the option of tearing it down. However, everyone’s actually grown attached to this old monument. It represented your original marketing identity.
How do you maintain your old identity without necessarily ignoring the need to maintaining the silos representing your new sources of leads?
This dilemma all started in 2010 when B2B marketers followed the B2C trend of spending more in digital advertising than on print-and-paper campaigns and door-to-door sales.
This means an upsurge of digital in the toolkit of today’s average marketer. But again, at what cost? You think just because you moved all your efforts to the internet that you should forget what still actually worked offline?
What you see is the challenge of cross-media and multi-channel. You want a campaign that encompasses everything. Many of today’s B2B brands broke out of relying on a single silo for leads but that didn’t necessarily mean the first one died because of it. This is what happened instead:
It was back to the drawing board
Using new tools like (those in online marketing) can seem more like playing with them when they’re deployed for the first time. But once the game’s done and the results are in, you end up wondering why your customers and prospects aren’t visiting you on the net. Worse still, they wonder why you’ve stopped sending calls or creating weekly newsletters.
Jumping on a new marketing bandwagon can be almost like changing your entire business identity with your target market is still too accustomed to your old-school methods. That’s why, when the failure set it in, marketers went back to the drawing board and begun the real evaluation of worked and what didn’t.
Target audiences were re-aligned
It’s critical for marketers to understand their prospects and clients. Now how do you get all the data on them given they’re now moving across devices and screens?
The truth is that data is still just a combination of customer surveys, brand perception research, sales data, demographics etc. Such an amalgam of information usually requires maintaining a source instead of eliminating it. That means keeping the old with the new.
Trends still had to be followed
The wall that divides offline and online no longer exists because prospects aren’t sticking to just a single platform.
Ever wondered why catalog retailers still send printed catalogue books? It’s simply because they inspire customers to order, placing those orders online for them to buy.
Following the new trends of today creates opportunities for marketers to get creative in integrating multi-channel campaigns with previous methods. For instance, use Twitter to generate excitement about an event that you’ve actually been hosting for a long time. Responsive design can be used to send your business’ contact number to better the chances of your inbound telemarketing campaign.
So as you can see, giving marketing a major facelift (digital or otherwise) shouldn’t mean forgetting what your original face was like. More likely it’s a case of letting the results speak for themselves and deepening your understanding of a dynamic audience. If anything, it’s more about highlighting the details of your original image!