Marketers love trends. We make a living by taking advantage of them. We analyze, criticize and banter about the latest social media channels or annoying buzzwords.
How often, though, do we assess negative trends in our industry? Do we earnestly try to find the underlying reasons for those trends?
Let’s look at the common challenge of breaking through the noise and how that noise has led to two other challenges: our increasing reliance on paid advertising and channel over-saturation. Each section below ends with tips on how to combat these negative trends.
Challenge No. 1: Breaking through the noise
You can receive a call, SMS text, email, tweet, blog comment, Facebook post, Facebook message, LinkedIn introduction or InMail, mobile app push notifications, Fitbit notification, Xbox Live voice message, Snapchat photo …
The communication possibilities are seemingly endless-and more pop up almost every day.
As channels come and go, they create unique communities with their own best practices for content. Marketers tend to approach all these audiences in the same way, though: by broadcasting the same marketing message across each channel.