Are you Using Conventional Marketing to Target New-Age Buyers?

Marketing: where blogs, social media, and podcasting rule the roost.

Many live under a false pretence that marketing is a piece of cake, but as those earning their corn in the industry will testify, these perceptions couldn’t be further from the truth.

There are a multitude of marketing challenges you need to overcome, from rapid technological developments to content saturation, successfully aligning sales and marketing, and everything in between.

It’s not a walk in the park, not a bed of roses, no spring picnic.

But with some marketers using conventional marketing techniques to reach modern-day buyers, herein lays the root cause of the problem.

While these traditional methods aren’t entirely defunct, in isolation, they won’t align with the demands of modern audiences and your strategy won’t cut the mustard.

In this article, we’ll recap the differences between conventional marketing and modern marketing, as well as:

• How buyer behaviours have changed
• The pain points of conventional marketing
• Strategies that’ll resonate with new-age audiences
  
  

What is conventional marketing?

Conventional marketing methods, referred to as traditional marketing, have been used for decades to promote products and services.

Typically, these techniques are non-digital and pre-date the internet and digital technologies.

Key elements of conventional marketing include:

Print advertising

Print advertising has been doing the rounds for decades, with companies sharing advertisements in newspapers, magazines, brochures, and flyers.

Print media has been a staple in reaching a broad audience and is particularly effective for local marketing. Such is the value of the global print advertising market, that it was valued at US$ 32.5 Billion in 2023.

Broadcast advertising

Broadcast advertising uses advertising across television and radio to reach a large audience quickly and is often used for brand building and mass marketing.

There’s a strong argument that this is the most effective conventional marketing method, with the global number of TV viewers in the 'TV Viewers' segment of the media market forecast to increase by 0.2 billion users between 2024 and 2029.

Direct mail

Sending promotional materials directly to potential customers through the postal service. This can include catalogues, postcards, newsletters, and sales letters.

Telemarketing

As the name suggests, telemarking involves contacting prospective customers by telephone.

While this method allows for personal interaction and immediate feedback, it’s often considered to be intrusive.

Outdoor advertising

Billboards, posters, and banners are placed in high-traffic areas to capture the attention of passersby. Given its high visibility, this method is particularly useful for reinforcing brand messages.

Events and sponsorships

Participating in or sponsoring events, trade shows, and exhibitions to promote products or services can improve your brand awareness and engagement with your target audience in person.

Public Relations (PR)

Public relations (PR), focuses on managing the public’s perception of your brand. This is accomplished via press releases, media relations, and other non-paid forms of communication, to build a positive reputation in your marketplace.

Print collaterals

Print collateral includes brochures, business cards, and other printed materials. These assets are beneficial in supporting your sales and marketing efforts.

While conventional marketing methods are still alive and well, they’re often accompanied by digital marketing strategies to improve reach and engagement in a world inundated by technology.

What is modern marketing?

Modern marketing refers to the integration of digital and traditional marketing strategies to meet the evolving needs and behaviours of today’s tech-driven consumers.

Modern marketing uses data, technology, and innovative approaches to create more targeted, effective marketing campaigns, in which personalisation plays a critical role.

Why conventional marketing doesn’t align with the modern buyer

So, with the pleasantries done and dusted, let’s get to the matter at hand, starting with why conventional marketing in isolation won’t satisfy the needs of modern consumers.

Buyers are inquisitive and independent

In a bygone era, buyers were happy to chew the fat with a sales representative.

Now? Not so much.

Once upon a time, sales teams played a key role in spoon-feeding essential information to prospects to nurture down the funnel.

Now, an influx of online content (webinars, blogs, podcasts, etc.) has seen 77% of B2B buyers take power into their own hands, conduct their research, and make buying decisions based on independent research - without sitting through sales pitches.

Similarly, this buyer autonomy has transformed the SaaS industry, prompting businesses to offer freemium plans and free trials to entice prospective buyers.

Conventional marketing methods can be intrusive

Way back when cold calls and unsolicited emails were the norm.

If buyers weren’t interested, they’d either hang up the phone or move a message to the spam folder without batting an eyelid.

But now, perceptions have changed.

Whilst this approach hasn’t necessarily been confined to marketing room 101, many conventional marketing methods are considered disruptive and impersonal..

Our advice? Heed the call of 66% of consumers who say they expect personalised, segmented content, and tailor your outreach to align with your audience's needs and interests:

People buy from companies they know, like, and trust.

If you don’t make the effort to make your prospects feel special, they won’t want to know you, won’t like you, let alone trust you.

The pain points of conventional marketing

We’ve already addressed the fact that conventional marketing doesn’t align with the shift in buyer behaviour - but there are further reasons traditional approaches have proved to be inhibitive to marketers.

Lack of brand awareness

We’re not going to insult your intelligence and harp on about the importance of brand awareness.

But we will highlight how conventional marketing has hamstrung companies in putting themselves in the spotlight.

Again, we want to make ourselves crystal clear: we’re not suggesting you turn your back totally on conventional marketing techniques, it’s about striking the right balance between tradition and modernity.

2023 research revealed almost 20% of businesses invested in traditional marketing techniques following Google’s phase-out of third-party cookies.

However, from a brand awareness standpoint, it comes as no surprise that 72% of overall marketing budgets are allocated to digital marketing channels.

If you’re relying predominantly on conventional marketing to reach contemporary audiences, your brand visibility and recall will suffer the consequences.

Conventional marketing strategies such as print advertising, trade shows, and direct mailing have their benefits.

Yet, given we’re living in an era where billions are using digital platforms and the average daily digital content consumption is now six and a half hours, adopting a traditional stance won’t generate the reach or engagement needed to drive your brand awareness.

Difficulty articulating product differentiation

Research has shown that of the 30,000 new consumer products launched yearly, just 40% reach the market.

Whilst this can be attributed to several factors, one stands out like a sore thumb: a lack of product differentiation.

Given the fiercely competitive nature of the business world, businesses need to adopt a nuanced and targeted approach to convey to prospects why their product trumps their competitors - and this is tricky using conventional marketing methods.

Digital marketing, specifically inbound marketing, provides a platform to showcase your USPs against market alternatives and educate your audience on why you’re the go-to option.

Unlike the more aggressive marketing methods used by some companies to coerce a sale, this patient approach delivers information as and when a prospective buyer needs it in their journey, fostering trust and paving the way for conversions.

Lack of transparency and processes

There’s no such thing as a thriving business that operates with its eyes closed.
You need to know everything there is to know about your business and your customers to pave the way for success.

Thus lays a major issue with conventional marketing: oftentimes, companies adopting a traditional approach lack the tools to analyse their customer interactions and business processes.

Instead, they’re guided by internal assumptions, which can lead to missed opportunities and inefficiencies when devising marketing campaigns.

Using contemporary analytics tools like HubSpot equip marketers with priceless insights into customer behaviour. These findings can then be used to optimise strategise, inform marketing decisions, and improve customer journeys and experiences.

Poor customer satisfaction and low acquisition rates

Increasing your customer retention by 5% can increase your company revenue by as much as 25-95%.

But to keep your customers happy, you need to engage with them in the right way; applying outdated methods accustomed to conventional marketing may well drive your customers elsewhere.

For example, cold calling is an intrusive method that gets under the skin of many modern-day buyers, particularly in the contemporary digital era.

We’re sure you’ve had an experience when a cold caller has been in touch, trying to upsell for a product you’ve never even bought before - it’s antiquated, impersonal, and invariably, ends with you putting the phone down after a few seconds.

New-age buyers want information that’s tailored to them, and that means equipping yourself with as much information as possible to give them the information that matters:

• Which products have they bought previously? - This can guide future recommendations.
• Which products have they been looking at recently? - You can use this to offer deals or promotions.
• How much are they spending on average? - This can guide your recommendations to ensure you’re not earmarking products that are out of their price range.
• When is it their birthday? - Send them a voucher on their special day.

Digital marketing will help you deliver marketing that’s engaging, personalised, and above all else, memorable.

How to target new-age buyers using modern marketing

There’s a lot that needs to be unpacked as part of your modern marketing approach.

If we went through every nook and cranny with a fine toothcomb, we’d be here until the cows came home.

So, here’s a top-level overview of how you can use modern marketing to align with new-age buyers.

Digital marketing

Digital marketing involves utilising various online platforms and tools to reach and engage with your audience. This includes:

Search Engine Optimisation (SEO)

Ever wondered how many pages are being indexed by Google?

One-million? One-hundred million? Heck, one-billion?

400-billion documents.

In short, you need to create content that’ll break through the noise and rank above your competitors - and an SEO strategy is integral to your efforts.

Optimise your website content with relevant keywords, improve site speed, and ensure mobile-friendliness to rank higher in search engine results.

A bunch of handy tools like Google Analytics can be used to monitor and refine your approach.

Pay-per-click (PPC) advertising

Invest in PPC campaigns on platforms like Google Ads and Facebook Ads. Target specific demographics and interests to maximise ROI. Continuously analyse ad performance and adjust bids and keywords accordingly.

Social media marketing

With 5.07 billion people using social media, you’re missing a trick if you aren’t utilising these tools as part of your marketing strategy.

Embracing channels such as LinkedIn, Instagram and Facebook, provides a powerful platform to extend your reach, improve your marketing communications, and target buyers who’d otherwise prove unattainable.

Create engaging content tailored to each platform. Use analytics tools to track engagement and adjust your strategy based on performance metrics.

Content marketing

“Content is King.”

Overused cliché? Perhaps. Valid point? Absolutely.

Content marketing needs to play a part in your strategy; we’re talking blogs, podcasts, webinars, and social media.

Develop a content calendar to ensure consistent posting. Focus on creating high-quality, valuable content that addresses your audience’s pain points and interests.

And remember, while there’s no such thing as a quick fix, content repurposing allows you to work smarter, not harder.

Email marketing

While the first email may have been sent way back in 1971, email marketing has stood the test of time and continues to play a crucial role - but only when executed properly.

Segment your email list to send targeted messages. Use A/B testing to optimise email subject lines, content, and calls to action.

Online video marketing

Create compelling videos that tell a story or provide valuable information. Utilise platforms like YouTube and social media to reach a broader audience.

Data-driven marketing

Leverage data analytics to understand consumer behaviour, preferences, and trends for more precise targeting and personalised marketing efforts.

Consumer behaviour analysis

Use tools like Google Analytics, social media insights, and customer relationship management (CRM) systems like HubSpot to gather and analyse data on consumer behaviour.

Personalised marketing

Utilise data to create personalised marketing campaigns that resonate with individual customers. Implement dynamic content on your website and in emails based on user behaviour.

Trend analysis

Stay ahead of market trends by monitoring industry reports and using predictive analytics tools to forecast future trends and adjust your strategies accordingly.

Content marketing

Create and distribute valuable, relevant, and consistent content to attract and retain a clearly defined audience.

Blogging

Regularly update your blog with informative and engaging content and use SEO best practices to increase visibility and drive organic traffic.

Infographics

Develop visually appealing infographics that simplify complex information. Share them on social media and other platforms to increase engagement.

Videos and podcasts

Produce high-quality videos and podcasts that provide value to your audience. Host webinars and live sessions to engage with your audience in real time.

Social media marketing

Use social media platforms to promote products and services, engage with customers, and build brand awareness.

Platform-specific strategies

Each social platform is different, and it’s essential to tailor your content strategy to each social media platform.

For example, use Instagram for visual content, LinkedIn for professional content, and TikTok for short, engaging videos.

Engagement

Actively engage with your audience by responding to comments, participating in conversations, and running interactive campaigns like polls and Q&A sessions.

Analytics

Use social media analytics tools to track performance metrics such as reach, engagement, and conversion rates. Adjust your strategy based on insights.

Influencer marketing

Collaborate with influencers and opinion leaders to promote products and services.

Identifying influencers

Use tools like BuzzSumo and HypeAuditor to find influencers who align with your brand values and have a significant following among your target audience.

Campaigns

Develop clear and mutually beneficial campaign objectives. Provide influencers with creative freedom to maintain authenticity while ensuring brand alignment.

Measurement

Track the performance of influencer campaigns using unique discount codes, UTM parameters, and engagement metrics.

Mobile Marketing

With 98% of the adult population owning a mobile phone, it’s important to factor mobile marketing into your strategy.

Mobile-friendly websites

Ensure your website is mobile-optimised with a responsive design. Improve page load speeds and simplify navigation for mobile users.

Apps

Develop mobile apps that provide added value to customers, such as loyalty programs, exclusive content, and seamless shopping experiences.

SMS and MMS

Use SMS and MMS marketing to send timely and relevant messages. Remember, get clear consent and provide an easy opt-out option to comply with GDPR guidelines.

Personalisation

With 76% of consumers saying they're more likely to purchase from brands that personalise their marketing, take the time to tailor your marketing and offers to specific segments.

Data utilisation

Collect data on customer preferences and behaviours through surveys, purchase history, and website interactions. Use this data to personalise marketing messages.

Dynamic content

Use dynamic content on your website and emails that change based on user behaviour and preferences.

Customer segmentation

Segment your audience based on demographics, behaviour, and purchase history to deliver more relevant and personalised experiences.

Omnichannel marketing

Provide a seamless and integrated customer experience across multiple channels.

Integrated campaigns

Develop cohesive marketing campaigns that span multiple channels, including online, offline, and mobile. Ensure consistent messaging and branding across all touchpoints.

Customer journey mapping

Map out the customer journey to understand how customers interact with your brand across different channels. Identify pain points and opportunities for improvement.

Technology integration

Use technology solutions like CRM systems and marketing automation platforms to manage and integrate customer data across channels.

Interactive marketing

Engage customers through interactive content.

Quizzes and polls

Create interactive quizzes and polls to engage your audience and gather valuable insights. Use the results to tailor your marketing strategies.

Augmented Reality (AR) and Virtual Reality (VR)

Develop AR and VR experiences that allow customers to visualise products in real-world settings. This can enhance the shopping experience and increase engagement.

Gamification

Incorporate gamification elements into your marketing campaigns, such as rewards, challenges, and leaderboards, to boost customer engagement and loyalty.

Customer-centric marketing

Focus on building long-term relationships with customers.

Understanding customer needs

Conduct regular surveys and feedback sessions to understand customer needs and expectations. Use this information to improve products and services.

Excellent customer service

Provide exceptional customer service through multiple channels, including live chat, email, and phone. Train your customer service team to handle queries efficiently and empathetically.

Value creation

Create value beyond the product or service by offering educational content, community engagement, and exclusive offers.

Automation and AI

Use marketing automation tools and AI to streamline processes.

Marketing automation

Implement marketing automation tools to manage email campaigns, social media posts, and customer segmentation. This can save time and improve efficiency.

AI-driven tools

Use AI-driven tools for customer segmentation, predictive analytics, and personalised marketing. Implement chatbots for instant customer service and support.

Performance optimisation

Continuously monitor and optimise your marketing campaigns using AI-driven insights and recommendations.

Sustainability and social responsibility

Incorporate ethical practices and sustainability into your marketing strategies.

Ethical marketing

Highlight your brand’s commitment to ethical practices and sustainability. Communicate transparently about your efforts and progress.

Sustainable practices

Implement sustainable practices in your operations, such as reducing waste, using eco-friendly materials, and supporting fair trade.

Community engagement

Engage with your community through social responsibility initiatives. Partner with local organisations and participate in charitable activities to build a positive brand image.

These strategies play a key role in helping you target new-age buyers and providing a personalised and engaging customer experience.

Propel your business into the modern age with Axon Garside

To recap, conventional marketing methods are by no means destined to be thrown into the trash.

You can still indulge in the traditional approaches, so long as they’re combined with modern methods modern consumers have grown to know and love.

You may be able to tackle this internally, but if you’re lacking resources, time, or expertise, outsourced marketing could be your best option.

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