New channels, technology, and marketing trends are springing up left and right. While 95 percent of marketers know that multichannel targeting is crucial to their campaigns, fewer than half have the technology to capitalize on new methods that could help their campaigns stand out against the competition.
There are lots of trendy buzzwords about different marketing approaches being tossed around, and it’s easy to get bogged down by trends without understanding the substance behind them. But that doesn’t mean there aren’t real, positive results that can be gained from taking on these new approaches. Ilya Pozin, founder of Pluto TV, discusses five marketing buzzwords you need to know.
1. Programmatic TV Marketing
Most customers no longer watch an episode when it first airs on TV. Now that streaming services and on-demand make it possible to view shows and movies at any time, a consumer’s attention isn’t tied to one media channel. Marketing campaigns are embracing a guerrilla approach that uses TV, streaming, YouTube, and other viewing sources to reach customers.
2. Influencer Marketing
This type of marketing focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire, hire or pay influencers to get out the word for you. Eighty-four percent of marketers have at least one influencer marketing campaign in the works for the upcoming year. Even smaller businesses aim to find influential users on Facebook, Twitter, Instagram, and Snapchat who can deliver their messages to the right consumers.
3. User-Generated Content Marketing
User-generated content is any content – be it photos, posts, or videos – that fans of a brand create. It seems more authentic because it’s not paid for by the company or coming from the brand itself. The best part is that it’s not a costly campaign – and it’s not a big risk if it doesn’t perform well.
4. Referral Marketing
Referral marketing, sometimes called word-of-mouth marketing, uses someone else’s recommendation of a brand to bring in new business. Because loyal customers refer the brand to people they think will also like it, companies can reach the right customers with a message that’s coming from a reliable source.
5. Lifestyle Marketing
Lifestyle marketing uses what a company knows about its customers’ values and desires to show them how its brand fits in with their lifestyle. It doesn’t always take the direct approach of pushing customers to buy. Instead, it’s about developing a relationship based on what the customer cares about.
Brands face a constant challenge of figuring out which approach can help them best connect with their customers. It’s easy to ignore the buzzwords that people throw out about different marketing approaches, but with proper implementation, those trendy words can have real value.