With 2012 well on its way, we are launching into the second year of the decade. The previous decade threw us some curveballs with companies focused on “search engine optimization” and social media sites like Facebook, Twitter, and YouTube popping up.
Before 2000, there was no such thing as an iPod, let alone a Blackberry, iPhone, or Android. Most people paid with cash or check at least half the time, and credit and debit cards were still relatively new.
Technology came at us at full-speed, and businesses almost weren’t able to catch up. But over the past few years, we have started to see a pattern, and whether it be an iPad or TouchPad, there are not too many “brand new” technologies recently. This has given us the chance to play catch-up.
So, how do you develop a marketing strategy for a market that is changing so rapidly and using so many different technologies? First of all, don’t just get on the bandwagon. Many social media companies preach getting active profiles on Facebook, Twitter, and LinkedIn. We are guilty too. However, while LinkedIn as a good alternative to monster.com, it is not somewhere that your customers are looking.
If you aren’t on Facebook and Twitter and potential customers are looking there, you have just lost a major marketing opportunity. But if people in your region, or if your target market doesn’t use Facebook or Twitter, then it is a waste of time to have a strong social media presence.
Don’t look at Facebook, iOS, or PayPal as customers. Your customers are people. Technology is just a tool. You wouldn’t use a screwdriver to hit a nail, so why would you start posting videos on YouTube if none of your customers or potential customers are on YouTube. However, if your customers are begging to be able to pay online, you better find a way for them to be able to.
The basics still apply; research your target market, then develop a strategy that defines your Product, Price, Promotions, and Place. If you need some help developing your strategy, or just someone to bounce ideas off of, we would love to help. Email us at firstname.lastname@example.org, call us at 970.765.VERT, or leave a comment below. I also hope to write more articles on this later.