Originally published May 16, 2016 , updated on January 18, 2023

Marketing is constantly evolving, always growing to include new ideas, new combinations of tactics, and new insight into current practises. On the other hand, at the moment, businesses heavily focus their marketing on social media channels to an unhealthy degree.

Forbes.com’s Daniel Newman recently wrote that “Social media is one platform of many, a tactic that does a great job of supporting broad campaigns but flounders by itself.”

It’s important for marketers to realise that there is more to a holistic strategy than simply excellent social media figures. Social media should exist as a supplementary, supportive entity, rounding the end-user experience to be more palatable and accessible.

Ignorance of Traditional Approaches

Unfortunately, many highly effective, more ‘traditional’ marketing tactics often fall by the wayside. One such example is the careful creation of owned emailing lists. It can be curated to be of specific interest to each of your user groups. There are many advanced tools online that allow your clients to do the work for you. These tools allow them to toggle their areas of interest for themselves. Moreover, it gives them full control over the types of information they receive. For example, in an article for Fourthsource.com, Warren Duff emphasised the importance of email tailoring; “If you’re going to deliver your marketing messages via email, do it right: this means displaying subscribe fields prominently and providing easy access to an email preferences centre.”

The Importance of Content Marketing

Content marketing is another often overlooked aspect that should be part of a comprehensive strategy.  Brianne Carlon, Rush of the Business2Community, wrote that every content marketing strategy needs to include interactive, bite-sized, personalized content. It’s a trifecta that makes up the foundations of modern content marketing. Although getting this combination right is tricky, “but if you can master the creation of quality content that stands out from the rest, operates seamlessly on mobile and offers a personalized experience, you will not just survive 2016; you’ll thrive.”

Keeping in line with the trend of deeper engagement and tailored experience, is the reemergence of relationship marketing into a prominent position in the makeup of any rounded marketing strategy. That is to say, clients want to feel valued. It’s a stipulation that has the power to dictate long-term customer loyalty, or utterly destroy a company’s reputation if ignored. So, there needs to be a large degree of accountability, reliability, and supportiveness in the business-client relationship. PCMag.com’s Brent Johnson has neatly summed up the key to making it all work.

He says: “At the core of relationship marketing is a focus on working together—you and your customer—to jointly accomplish your goals.”

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