Marketing Tips for a New Decade
by WordWrite Staff, on Dec. 20, 2019
The future is now — 2020 is right around the corner. As we enter a new decade, marketing continues to evolve in fresh and exciting ways.
Since these changes are occurring so rapidly, it’s important for marketers to stay current with the latest trends and best practices. That’s why I’m glad we attended the Media Association of Pittsburgh’s Marketer 2020 Panel last month. This event brought together marketing leaders from around the city for their take on the future of the industry.
So where are we heading? Here’s some of the best advice from the panel:
The panelists agreed that being authentic and human is the most effective way to reach audiences today — and this craving for authenticity will only deepen in the future. “The human piece is what helps us tell great stories,” said Kris Knieriem, president of Blender, Inc.
What’s the best way to add a human element to your marketing endeavors? By sharing your story. Here at WordWrite, we believe that before you had a brand, you had a story — a path that led to inspiration, a journey that made you what you are. The Capital S Story is the story above all others — it’s your organization's most authentic story, and we help you create a narrative that draws in everyone who needs to see, hear or experience it.
Become your own publisher
In this age of over-information, it’s important to produce and share valuable, authentic content that resonates with people on a personal level.
That’s why our president and chief storyteller, Paul Furiga, advises you to become your own publisher. Here at WordWrite, we walk the walk – we’ve become publishers with The Pittsburgh 100. This e-newsletter, website and podcast has enabled us to share our clients’ stories with a dedicated subscriber base.
Not ready to start your own platform? No worries. There are many digital channels you can take advantage of, including blogs, landing pages and social media channels. Webinars are also a great way to host conversations with your target audience.
Focus on behaviors over generations
When Adam Golomb, chief marketing officer of Primanti Brothers, was asked how he marketed to potential customers, he stressed the importance of targeting behaviors over generations. Dave Popelka, executive vice president of Brand, Strategy and Market Research at Garrison Hughes, agreed.
The behaviors and preferences of different people tell far more about what they like (and what they’re willing to purchase) than generational segments can. Knowing these behaviors allows marketers to better customize strategies to specific consumers and reach them where they want to be found.
If it ain’t broke...
While we continue to look to the future, we can also reflect on what marketing trends are still working. What trends will we continue to see in 2020?
- Voice search: Everyone uses some type of smart device. How often do you find yourself asking Siri or Alexa for an answer to something? Be sure to optimize your digital content with voice search in mind.
- Videos: Year after year, videos continue to dominate as popular content. And with the rise of live videos and streaming, videos don’t have to be sophisticated — viewers crave untouched, authentic videos over highly-produced ones.
- Customer experience: From websites to social media to in-person interactions, make sure you’re creating a seamless experience for customers as they transition from channel to channel. Make it easy for them to recognize who you are, what you do and how you can help.
- Internal communications: Companies often forget that their top brand advocates are their own employees. When creating a marketing plan, be sure to incorporate strategies and tactics that engage your internal team.
WordWrite is a public relations and digital marketing agency that puts strategy first. If you want to reach the right audience at the right time with the right message, we can help. Reach out to us if you’re looking for new ideas to optimize your marketing efforts, or learn more about our services here.