If you rewind about ten years, you’ll probably notice that the world of business marketing looked a lot different then than it does these days. From the way companies are reaching out to customers to how they measure the success of said strategies… and the pace of change has been mind-blowing, and it shows no signs of slowing down any time soon.
In the early 2010s, a small business could get by with just a standard, static website, print out a few flyers, and maybe even pay for an ad in the local newspaper. Now, even a small local cafe needs to be social media savvy, have an email list, and lots of positive online reviews if they want to stay competitive.
You’ve probably seen lots of eye-catching digital ads for everything… from coffee subscriptions to the latest gadgets and gizmos. And even casino offers will pop up on social feeds, whether you’ve ever spun a slot or not. But underneath it all, the real change is actually in the strategy behind the message.
Over the last ten years, businesses of all sizes have been forced to adapt and evolve how they plan, target, and then deliver their marketing. There are some trends that have emerged gradually, while others, like TikTok and short-form video content, have been overnight phenomena.
So, let’s take a deeper look at how modern marketing strategies have changed and what businesses have to do differently nowadays to reach audiences.
Going Social
In the early 2010s, Facebook ads were still mainly experimental for a lot of companies. But now, social media platforms make up a massive part of any serious marketing plan. And that’s not just Facebook. Instagram, TikTok, LinkedIn, and even platforms like Pinterest are also important spaces where businesses can connect directly with their targeted customers.
Instead of relying on throwing out generic messages to anyone and everyone, businesses now actually create proper, highly targeted campaigns and direct them at people with those exact interests and behaviours. This means that a handmade soap company in Yorkshire can find its ideal buyers just as quickly and easily as a massive tech giant can launch a massive product campaign.
(Authentic) Content Is King
Content marketing has been around for as long as the dinosaurs (well, almost), but its role has changed… a lot. A decade ago, lots of businesses thought content marketing was just about having a decent blog that they kept updated. Now, it’s about telling their story across all different channels – videos, podcasts, webinars, all sorts!
But more than anything, quantity aside, it needs to be authentic. Customers aren’t stupid, and they can spot a forced marketing message from a mile away. The most successful brands share what’s going on behind the scenes, celebrate their people, and actually make you feel like a valuable part of their journey.
And user content and reviews carry just as much weight as even the very best corporate video. It’s not about a slick sales pitch; it’s more about building trust.
Data-Driven… Everything
One of the biggest game-changers is the way data is used. Businesses have literally unlimited access to their customers’ behaviours and preferences – what they like, where they live, when they shop, what they’re looking for and what content they’re more likely to engage with. There are now tools that let marketers test out different headlines, visuals, and calls-to-action, and give them real-time results.
This means they don’t waste time and money trying to guess what might work. They can now tweak campaigns and spend their budgets more efficiently than ever.
From Mass Emails to Mass Personalisation
Email marketing used to be about sending out a generic offer to a whole list of people. But these days, personalisation is non-negotiable. It could be a reminder about your abandoned cart, a birthday discount, or an email that actually speaks to you and your preferences.
There are CRM systems and automation tools that make it a lot easier for businesses to keep communication personal, even when they have thousands of customers to deal with. As such, you feel more like a person than a number.
What’s Next?
One thing is for sure – standing still isn’t an option… and the next innovation is always just around the corner. We’re likely to see things like AI tools, technologies like AR and VR, and even more sophisticated use of data.
However, one thing that won’t change is people. They’ll still want to feel valued, seen, and understood, and this will have an effect on where they spend their money.
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