Modern marketing - what is it? The changes happened so quickly that some people no longer remember the previous reality. Others have yet to notice how far the revolution has gone. Below are the channels, principles and main forms of modern marketing.
Modern Marketing - Channels
What defines the nature of modern marketing are the channels through which the message reaches users. These are mainly online media including social-mediaand recently more and more often also virtual and augmented reality.
In the USA now with reality virtual (VR) and augmented reality (AR) uses at least once a month, respectively 17-28 percent. people. At the same time, it's no secret that the press is losing its relevance. Take, for example, the daily one, which in 2005 sold 1.6 million copies a day in Poland, in 2013 - 900 thousand. copies, and last year less than 500 thousand. copies.
It is the same with the luxury press and weekly magazines. This translates to less impact of these writings. As a result, they lose their key importance as marketing channels. The same applies to all paper advertising gadgets, but also to billboards and posters due to their amount in the urban space, on a par with other forms of advertising. The Internet as a medium is definitely more important in general than television or radio, which can be seen in the advertising revenues. In 2019, spending on modern marketing and online advertising for the first time in Europe was higher than on offline advertising.
Principles of modern marketing
Modern marketing is based on several new principles:
- Instead of speculating and forecasting customer behavior, the marketer uses big data and analyzes real data.
- Customers are wary of traditional ads - instead, the content is more contextual and encapsulated with content.
- Many online marketers as sales support uses, for example, webinars or podcasts in which they talk about ... selling. Customers appreciate honesty instead of veiled advertising.
- So far, the relay is often a message, i.e. the marketing communication channel itself attracts customers. An example is the bold channel of the Tiktok brand, an interesting corporate podcast, an intriguing live sales influencer etc.
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Changing the dynamics of the company-client
From the 1990s, we remember companies that did not have to advertise at all. They operated in the backyard or in the outbuilding, they scared away with their appearance, and yet attracted people, because there was no other choice. Today, the client has access to offers from thousands of entities from around the world and knows how to use it. It is also protected by rights, regulating, for example, the issue of privacy or access to personal data. For this reason, the former, aggressive forms of marketing are also not working as well as they used to be.
According to data from 2021, anyone who has a computer or telephone is exposed to contact with 6-10 thousand. ads a day. It may sound unbelievable, but already in the 1970s there were 500-1600 ads a day, and back then the media was limited to the press, radio and billboards. This means that the billboard with the product not only will not make an impression on anyone, but can also be completely unnoticed in a public space saturated with messages! The client will definitely not reach for the advertising catalog and will not be looking for a contact to the company for longer than a few seconds.
The dynamics of the company-customer relationship has changed in modern marketing. Now you need to make it as easy as possible for the customer to find all the necessary data about the company, present him a good offer in a form convenient for him, and communicate about the product using the language of benefits.
Examples of modern marketing
When viewed from the outside, it is quite difficult to grasp the principles of modern marketing. It is easiest to explain with examples. Recently, educational, cultural and sponsorship activities have multiplied at the interface between content and advertising. An example may be interviews with artists or personalities of the fashion world posted on their Youtube channel by Vogue or Elle Polska. Traditional media are aware of the fact that their former readers are looking for information mainly on the Internet.
By offering them interesting content, they can cause nostalgia or curiosity in at least some of them, which will make them read the paper issue of the magazine. Another example is the Girlboss Radio podcast. Host Sofia Amaruso writes books, conducts workshops and advises women who want to start a business. However, few people would remember about it, if not for the podcast as a channel for reaching potential customers. A statistical Instagram user spends 28 minutes a day, which is almost 3.5 hours a week. Nobody goes in there to watch the commercials for hours!
Everyone has their own preferences on the basis of which they choose valuable - in their opinion - channels. This fact is used by most brands, from global to smaller ones, such as the Nadbużański Dom agritourism farm or a jewelry company. Malaya Jewelry. Nadbużański Dom does not write directly about the stay packages, but publishes idyllic and inspiring photos of nature cooking sessions with typical food from the Bug.
Malaya Jewelley is a company operating in Bhutan, and fans are largely attracted by the magic of views captured from a drone or sessions full of local models and landscapes. Both companies take advantage of their longing for exoticism and Instagram users' love of beautiful views. In this way, they can also get them interested in their offer.
Modern and post-pandemic marketing
Have the times of the pandemic somehow influenced modern marketing? Researchers already say they do. The following changes must be taken into account:
- customer's shopping path often looks different than before the pandemic. The availability and acceptability of online purchases has increased.
- Social expectations for non-contact, fast, remote services are higher than before the pandemic, even in sectors where such solutions did not exist in the past.
- Marketing is even more based on data analysis.
- It has become more and more awaited and desired by customers contextual marketingand especially localization, ie the services available here and now.
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