Make the Switch:
Online content marketing is now overpowering traditional marketing
The use of offline marketing tools can potentially get the job of advertising done—but “potential” success is not enough. If you want guaranteed sales for your brand, you have to leverage content marketing—especially because of the COVID-19 pandemic.
With nationwide lockdowns and community quarantines implemented, choosing to proceed with offline marketing is just useless and reckless. Offline marketing today is practically dead. Traditional marketing tools such as these might have once been useful, but due to the outbreak, they sadly aren’t anymore. Take a look:
Offline Marketing Tools
- Events: Hosting events for brands is obviously one of the strongest and most effective forms of offline marketing. Through events, stakeholders, customers, investors, and personalities can interact and offer direct feedback to brand managers, which builds authenticity and intimacy. But given the situation, large gatherings are being canceled one after the other.
- Displays and Exhibits: New products and services mean product displays, launches, and exhibits. At each display, customers are enticed to consume brands they’re allowed a first-hand experience of. However, just like events, displays and exhibits won’t work anymore because, for an exhibit to work, you need people.
- Outdoor Communication: No people on the streets means no use for large and expensive outdoor billboards, tarps, and vehicle marketing. No one’s there to see it anyway.
- Print Collaterals: Printed posters, brochures, leaflets cannot be useful without foot traffic. Usually, brochures and leaflets are handed out at malls and on the street, but with the lockdown in place, there’s no one to hand these out to.
- Product Sampling: Similar to the printed collaterals that are handed out in public, product sampling is an offline marketing tool that’s also out of the picture. Even when this was still applicable in public spaces, people would more often than not just grab the sample and leave. No substantial interaction is made between the promoter and consumer about the product.
Given these examples and the situation, companies should allocate a significant part of their budget and time to developing effective online content marketing. According to an article by Vogue Business, with China being the epicenter of the pandemic, some local brands have gone online to continue the business.
An example of this is the Shanghai-based cosmetics brand Forest Cabin. Due to previous concerns and with the influence of the pandemic, the brand had to shut down half of its physical stores and dropped 90% in user engagement. However, through Taobao Live, Alibaba Group’s live streaming platform, the brand’s user engagement increased by up to 45% in one year.
And going online shouldn’t be just because of the pandemic. Even before the outbreak, Forest Cabin and other brands in China were already investing in online marketing trends such as e-commerce, gamification, and live-streaming among others. And at the very core of offline marketing, there are:
(1) unstable user experience, (2) minimal time presence, (3) cost inefficiency, and (4) low-quality lead generation.
Billboards are seen at a glimpse and details written on them are overlooked, while leaflets and brochures get thrown in the trash. As for events, people will still be afraid to attend them—especially larger ones—without the guarantee of a vaccine or the death of the Coronavirus.
So throughout the years, online social media platforms have transversed the marketing field. People want visuals, colors, images, inclusion, action, life!
Blogs, videos, infographics, webinars, eBooks, live streams, social media gimmicks, interactives and even influencer-led campaigns are just some of these new tools that have such qualities. They all fall under online content marketing and are extremely effective if optimized.
Top 7 reasons to focus on online content marketing:
- Cost-Effective: Unlike traditional marketing and advertising, online content marketing is much more cost-effective. Given that any brand, whether big or small, can easily set up a Facebook account or a WordPress site, there’s practically no need to spend thousands or millions on a promotional campaign. Your team alone, as long as they have the right skill set, can easily promote your company.
- Accessible, Fast and Convenient: With everyone wanting easy access and convenience, choosing to go online will put your brand way ahead of the game. While your competitor is promoting its product on a billboard that only reaches a few thousand people in the city, your product is being viewed and shared by millions of users across the entire globe in mere minutes.
- Increased Visibility: The online stage grants you multiple avenues for exposure. One example is a process known as Search Engine Optimization or SEO. By using the right keywords, you’re optimizing your ranking on the search results of any internet browser or extension. Higher rankings mean better visibility and exposure for your brand.
- Interactivity: Social media provides plenty of opportunities for interactive gimmicks. Internet challenges, hashtags, trends, polls, quizzes, surveys, anything that people can “ride on” – the internet offers a wide plane for quick and direct feedback. Whether your brand is travel, food, fashion, health, cosmetics, gaming, or education, you can find an internet trend that best suits your branding.
- User Experience and Customer Service: Another core disadvantage of offline marketing is disrupted user experience. With offline marketing, the interaction between the brand and the consumer is usually a one-time encounter. The experience is immediately broken off once the consumer leaves. For instance, you’re running a product sample booth to promote your item. Here, people would just grab what you’re giving out for free and won’t take the time to interact with you. This hinders the potential of growing a relationship with the consumer, and no one wants that. The consumer is your target, after all, so you want to have a lasting relationship with them as a loyal customer.
- Various Distribution Channels: There are literally millions of websites and platforms where you can promote your brand. For social media alone, you have options like Facebook, Twitter, YouTube, Instagram, and LinkedIn. And not only are these available on our desktops, but they’re also available in the form of mobile applications. At the same time, each of them holds a unique way to present content. Show how fun your brand is on Instagram, how great your achievements are on LinkedIn, and how relatable you are on Facebook. The diversity of distribution channels online is limitless.
- Fun: Lastly, online content marketing is fun. Limitless mediums, limitless channels, limitless styles, all equate to never-ending ways of developing and presenting your brand. Through online, you can experiment and play with your brand and highlight its best qualities as entertaining as possible.
These seven reasons are just some of the ways online content marketing can better scale your brand.
Once you’re convinced, you should now invest in experts that can really take you to the top of the market—like Ambidextr. As a full-service content marketing studio, your brand is guaranteed to be placed in good hands. At Ambidextr, you can work with some of the best tech-focused online content creators.
Contact them here: email@example.com