With the rise of technology, better and faster applications, and a global marketplace, there have never before been more avenues open for marketing. However, with all that message proliferation can come market saturation and overwhelmed consumers. It can be difficult to cut through the competition and make your company’s voice heard.
Fortunately, there are unique platforms and evergreen skills that can help cut through the noise. Nontraditional media channels can help businesses build their brand and influence even in today’s market
1. Over-The-Top (OTT) Channels
Today’s consumers are now turning to streaming devices to view content on their own terms and schedules. OTT allows brands to fulfill that demand and create a direct relationship with consumers through live and on-demand video that works everywhere.
2. Microcopy Creation
We all know content is king, but we can’t forget where the idea of content marketing originated from—copywriting. It’s an art form that we as marketers can’t forget about but need to revive in today’s “short attention span” digital landscape. Microcopy is hugely important in capturing an audience at varying parts of their journey, from top of funnel to conversion to, finally, engagement.
Podcasting is a powerful medium that continues to grow. Podcasts are becoming increasingly influential to consumers and are an effective way to showcase your organization as a subject-matter expert—a thought leader—in your industry as well as promote who you are, what you do and how you do it. Society likes things to be easy and convenient. For many, listening to a podcast is a great way to consume content.
Millions flock to Reddit to discover new resources and content specifically related to their own interests. The plethora of subreddits provides unparalleled insight into niche communities and topics. From conducting market research to identifying the context behind keywords, Reddit is a powerful platform for engagement and a marketing goldmine.
5. Instagram Stories And Facebook Live
In the age of social media, marketing for social platforms has been at the forefront of most strategies, yet Instagram Stories and Facebook Live tend to be overshadowed by traditional posting methods. You can use Instagram Stories and Facebook Live to run contests, stay up-to-date with your followers and add that next level of connection, which is essential to building a brand.
Medium is an excellent platform for highly personal storytelling from brand ambassadors or members of a brand’s team. Venture capitalists use Medium to explain investment strategies; executives wax poetic about internal systems that allow their companies to thrive. It’s like a heightened press release, told from the perspective of an insider whose exclusive knowledge creates a richer story about the brand.
7. Voice Marketing
We have entered the era of voice. We are now talking to our devices to look for and buy things, and they are talking back. And here’s the exciting part: Consumers are there, but as marketers, we haven’t all figured that out yet—and that’s the opportunity for you. What Alexa skill could your company create? Know something that would make a great podcast? Define your literal brand voice.
8. Digital Video
I think we’ve just scratched the surface with how we tell stories through digital video, mostly because it is such a broad category. Video allows for brands to “humanize” their messages by including their employees, clients, leadership, etc. Even now, we’re having to learn how to deliver effective messages without sound. I think there’s no more important place to focus your attention than video.
9. Bites, Not Bytes
With delivery services on the rise and the growing popularity of going local, getting your marketing message through food—yup, bites, not bytes—may be a way to go. Vendors offer white labeling or customized messages, and you can get your audience’s full attention with a curated and branded office snack. Just an idea to chew on.
10. ‘Unboxing’ Experiences
Invest a bit in branded packaging and create a memorable “unboxing” experience for your shoppers. Not only will it add a luxe touch and make your customers excited to receive your product, but it may inspire them to share their shipment and “shopping haul” via social, sparking a digital word-of-mouth buzz for your brand.
11. Educational Courses
There are two sides to building educational content. You need to build content that is both valuable and engaging. You cannot have one without the other. Courses are the perfect marriage between video and the way that people want to consume content. Materials can be packaged into short sections that allow your audience to learn at their own pace.
12. Influencer Marketing
Influencer marketing is a highly effective marketing approach, as it plays the role of media (influencer following) and creative while borrowing credibility from the endorsement of the influencer. When you choose influencers who fit your brand ethos and the creative stands, you will have great results in building brand equity, helping to drive sales.
13. Presentations And Speeches
Take part in a target audience conference, showing your knowledge and using it for brand positioning and exposure. This traditional promotion method is very effective in today’s world; you can utilize the results to increase online presence, press exposure and social proof. When your potential customers can watch relevant content regarding your expertise, they are more likely to choose you.
14. Creative And Branded Direct Mail
Account-based marketing (ABM) is a buzzword that all marketers are aware of today. Though a successful ABM strategy relies heavily on digital assessment and strategies, well-thought-out direct mails still make a lasting impact on potential customers. First, identify the targeted customers or accounts list. Then, invest in getting direct mail gifts that are on-brand and accompany them with personalized messages.
15. SMS Marketing
Short message service (SMS) marketing is gaining momentum in 2019. It requires careful planning and execution, but when done correctly can deliver outstanding results. What other channel can deliver a near 100% open rate within the first 90 seconds after a user receives a marketing message? Using the channel also requires compliance with various regulations, so marketers need to know and follow the rules. – Tom Wozniak, OPTIZMO Technologies, LLCForbes Communications CouncilCommunityVoiceForbes Communications Council is an invitation-only, fee-based organization for senior-level communications and public relations executives. Find out if you qualify at fo…Read More