There’s a lot of talk out there about the evolution of marketing, from TV and radio to digital channels. But has marketing really changed … or has it just gotten smarter?
Marketing hasn’t changed, it’s still all about consistency. But has become easier for everyday people to be able to put themselves out there and market their service, organization or business to a target audience.
Let’s go back 50 or 60 years … Back then, when you paid for marketing on radio or TV, you were throwing a dart at a blind target and you had no idea who’s actually watching it or whether you were reaching the right audience. But with the advent of social media, it is now possible for businesses to be transparent and to be able to amplify their message 100 times more than what TV and radio used to be able to do, and at a very low cost point.
With social media marketing, you’re able to get in front of your target audience on a daily basis as many times as you’d like and be able to amplify your messages very affordably. There’s no other way of marketing yourself where you deliver your message to a targeted audience and spend an average of $3 per 1,000 impressions.
People may not understand just how powerful social media marketing is when it’s done right. It’s so transparent, and we can select the demographic we want to get in front of, the tone and the message we want to put in front of people.
And the best part is that a business can actively measure its conversion rate and know specifically who has watched their video and how long they’ve watched it.
Of course, as part of this “evolution of marketing,” to achieve good results today, it’s critical for businesses and organizations to know their audience and understand what they want to deliver to them. Businesses also have to carefully consider what social media platform they want to deliver their message with. In fact, we have to reverse-engineer the way we think and think about the best platform for your message and your audience. For example, if your audience is people 30 and older, 85-90% of that audience is on Facebook. Instagram and Snapchat are younger, so be there if that’s your target audience. With social media marketing today, you have to be where your audience is.
All things evolve and change. The question is, are you going to evolve, too, or are you going to stay stuck and go extinct as a business? In the age of social media and the evolution of marketing, if businesses and organizations are not willing to adapt and change, they’re not going to make it, they’re going the way of the dinosaurs. Don’t be that business!