Marketing In The New Era: Engaging, not Just advertising | Melotti Media

Marketing In The New Era: Engaging, not Just advertising

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All Advertising is Marketing, but not all Marketing is Advertising. 

​If your business sees them as the same, then now is the time to rethink and evolve your Marketing efforts.

Why?

Because it means that you’re opening up a box of crayons (“marketing”), and trying to create a colourful masterpiece with only one colour (“advertising”), then wondering why the canvas is lacklustre and not attracting interested buyers.

Here’s how to expand your Marketing to create real connections with your audience far beyond just running advertising campaigns.

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The other day, one of my friends said to me, “as a marketer, your industry is dying because I just ignore all advertising now, and I don’t think I’m alone.”

This is quite an interesting statement as he was highlighting the very misconception between Marketing and Advertising.

What’s the difference?

Marketing is an all-encompassing, holistic practise today.

It includes elements such as:

  • organisational strategy
  • customer research
  • trend investigation
  • public relations
  • social media
  • content marketing
  • product design
  • pricing techniques
  • promotional campaign activities
  • distribution management
  • demographic analysis
  • positioning
  • competitor research
  • innovation
  • concept design,
  • copywriting, and so on. 

All of these elements need to be working together to build a successful organisation.

Why? Simple: people today have a lot of choice, many distractions and a short attention span. Just like my friend said: everyone is becoming desensitised by advertising alone and are screening it out in preference for Marketing that engages them with value.

People today are desensitised by advertising alone and are screening it out in preference for high-quality Marketing that engages them by offering value.

To be successful in engaging potential customers, nurturing their interest, converting them into customers and delighting them, your business must embrace all forms of Marketing – not just paid adverts alone.

That’s NOT to say you shouldn’t advertise – it just means you have to think bigger than this and use omnichannel marketing.

For more, read: Omnichannel Marketing: Why Your Brand Needs To Be Everywhere.

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Why is there confusion about Marketing & Advertising?

It’s understandable where all of this confusion has emerged about what Marketing actually is.

Advertising is a highly overt form of marketing which everyone sees because it’s forced upon us all. It’s called ‘above-the-line’ and is the pushing of a brand to a large target audience via television, print, radio, and more recently, search engines (like Google) and social media (like Facebook and Instagram).

​For example:

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But your business and brand can’t rely on these alone today.

You see- my friend was half right: the traditional mass advertising trend is starting to become ineffective, because consumers are so utterly bombarded now that they are learning to automatically filter out messages of no interest to them.

The practise of Marketing is very different these days, with organisations shifting away from just advertising, and towards what I call Empathetic Marketing: developing a strategy that focuses on catering to the human person. 

For more, read: What is Human-To-Human (H2H) Marketing.

Consumers are so utterly bombarded now that they are learning to automatically filter out forced messages that are of no interest to them.

Advertising is all about forcing messages onto a potential customers, but other methods of marketing are now far more effective and consumer friendly.

For example:

  • Blogging is a way to reach people with general content that engages them in a less intrusive way.
  • PR activities draw people in and encourage their feedback by joining in on the conversation, thus creating highly coveted word-of-mouth.
  • Podcasting is usually free and enjoyable for people to listen to at their convenience, and if scripted well, will gain a loyal following that actively listens to each episode.
  • Social media connects consumers to each other and offers advice and opens forums, building relationships and easing the barriers to conversion.


​And so on.

Today’s people expect more than noisy, forceful messages. 

They want to be catered to, appreciated, wooed and persuaded.

​They distrust forceful messaging, and look to other, more trustworthy sources that essentially are other types of marketing. Today, people are highly educated and informed, and are extremely judgemental – so effective Marketing requires high quality effort. 

Today’s marketing channels are new, innovative, fluid and highly digital, and so you marketing strategies must reflect this, offering customer engagement, information, and interactive value.

Why value?

Because once people identify value that you’re offering (that is, value = information + entertainment), your brand becomes RELEVANT to them.

Only when your brand is relevant is when they start to care.

For more, read: In Brand Relevancy the New Brand Awareness?

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Only when your brand is relevant is when people start to care.

Your Marketing must raise brand relevance.

So, what Marketing should you do?

The key to successful marketing is to value your customers.

Engage with them, offer them advice, respond, invest your time in them and customise your offering to them, so that their experience is ultimately unique and rewarding.

This is not simply recommended – it is essential as your target audience now demand it from you. If you don’t, they leave and go elsewhere. There are too many competitors out there waiting for your organisation to ‘drop the ball’.

Marketing is no longer about forcing advertising down a customer’s throat; it’s about getting to know your customer and being interested in what they really want, their preferences and opening communication in order to build relationships.

Think carefully about them and how your product or service will benefit them and then actively engage with them to demonstrate your empathetic marketing.​

How Can Melotti Media Help You?

To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.

You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!

For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at chris@melottimedia.com.au.

I can sharpen your words to achieve your goals, today!

Christopher Melotti

Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au

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