Evolution of Marketing
Marketing has evolved enormously over the last 20 years and needless to say, the internet has revolutionized the way companies market their products. Previously, companies relied solely on print, TV and radio ads to find their audience. Sales and promotions in store or via catalogues were the extent of many companies’ efforts to entice new clients.
The advent of the internet has taken traditional forms of marketing and reinvented them for the digital age. We have ads online instead of TV or radio ads, we have online banners to replace print ads in magazines and newspapers, we have search engines instead of business directories and we have emailing lists to replace physical ones. In many ways, the art of advertising and finding your clientele is more difficult, not least because the techniques are changing so rapidly, which makes it very hard to find an edge over your competition. Getting visibility for your brand and product online is a huge challenge, which makes some traditional concepts of marketing more important than ever.
Brand and Customer Loyalty
In a world where consumers can buy from anywhere in the world and have it delivered to their doorstep, how does your business stand out? Previously, your physical location would command a clientele simply by being a local business with few competitors. The store location itself was a marketing tool and by providing a reasonable level of service, a client base was relatively easy to maintain.
The channels through which consumers are reached may evolve but in commerce some things never change and in fact, become even more important in the digital age. Trust, quality and positive customer experiences are encapsulated in a company logo and name. When consumers can choose any company in the world, grabbing their attention and drawing them into your brand, experience and service is more crucial than ever. This means your brand must be distinct, and backed up by a high level of service.
How Does a Small Business Develop a Brand?
Part of developing a brand is creating an identity through logos, text and images on your products, website and company literature. These are then infused with the attitude and ethos of the individuals who run your company, as well as your client base. A great way to cultivate a brand is to have custom printed clothing for your employees to increase your brand awareness. Whatever your business, whether it is retail, services or hospitality etc., it needs an identity. Clothing immediately draws the consumer into the brand and into the experience you offer. Check out Entripy’s great range of custom clothing, including custom shirts, polo shirts, sweaters, hats and more. If your business is office based and keen to promote a professional identity, check out our custom printed stationery here.
Looking to the Future
Companies must provide experiences- This means that a company cannot just provide a product or service. It must take the customer on a journey with several elements whereby they buy into a unique branded experience. It necessitates knowing your customer base and targeting everything to their personalities by creating an aesthetic and an online community full of different resources that go beyond your product. This means message boards, informative blogs, and a wide variety of content aimed at adding value to your customers’ internet experience. The age of just selling is over and the age of selling experiences is here. How is your company adapting?