Beyond Traditional Marketing: How Are Brands Exploring Marketing Avenues

Neeraj Sharma. Nov 18, 2022

The field of marketing has existed since time memorial. The history of marketing began as early as 1500 BCE where Mesopotamian producers would stamp their products with signature marks to signal buyers about their identity. Fast forward to today’s age, not much has changed as far as the core of marketing is concerned. Even today, marketers are using multiple visuals to establish their brands and help customers identify their products.

But at the same time, the beauty of marketing is that the theory of one-size-fits-all cannot be applied anymore. A field as dynamic and ever-changing as this often requires extensive research and an overview of the latest trends. A good marketing strategy requires analysis of the audience and customising accordingly. It is equally important to remember that strategies vary from sector to sector and market to market.

Content and pictorial representation aka visuals have taken center stage in the marketing field. Pictures generate 94 per cent more views and are more likely to make it to the first page of Google. People are generally visual learners who automatically lean toward a brand with attractive visuals and creative copy.

Another approach marketers have been exploring is VR (Virtual Reality), changing the way brands and consumers interact. A VR experience attracts an audience to a brand and gauges the product in a new limelight. Which in turn avoids the process of people opting for ad blockers or exiting an ad as quickly as possible. Alongside, augmented reality is an increasingly popular medium, allowing consumers to try and experience a product before buying them.

With inclusivity and diversification already demanding their due attention, brands are changing their narrative for marketing campaigns. Instead of just speaking about their new stand, consumers are now gravitating toward companies that are taking an action, showcasing a concrete commitment. For instance, Nike’s campaign on the strength of women. The videos showed women and mothers of all ages and races in Nike apparel with a clear message: to inspire female athletes and a sense of equality and empowerment.

Talking about videos, short-form videos can be seen everywhere now. Platforms such as LinkedIn, Google, YouTube Shorts, Instagram Reels, and Meta are exploring their short-video avenue to attract brands. In a HubSpot Marketing Industry Survey, it was found that almost 51 per cent of marketers plan to increase their investment in short videos in the coming months. It also has one of the highest ROIs out of all the other social media marketing strategies.

Branded podcasts have also grown in popularity because of the immense impact they create at a minimal marketing cost. According to a recent survey by Edison Research, the number of people listening to a podcast will reach 177 million by the end of this year. That is a massive number and obviously, brands can no longer ignore the reach.

Strategies such as influencer marketing, email, and text marketing (including WhatsApp and Telegram) will continue to remain effective ways of communication for marketers. What remains to be seen is how companies leverage the right combination of strategies without overindulging.