If you’re in marketing, you know it’s not an easy job (despite what some people think!). As our world has become more digital, the industry is changing on a daily basis. While the basic principles of marketing have stayed the same, there are now more things to keep up with than ever. While it can be intimidating, all these challenges are just new opportunities.
This is why an “we’ve always done it that way” attitude could be hampering your health promotions effectiveness. Could you be missing out on key opportunities to reach your target audience? We look at why maintaining the status quo could limiting the results of your marketing.
Outdated technology means outdated resultsNot keeping up with technology means that you won’t be maximising your results as you potentially won’t be going where your target audience is. 64% of people in the UK are active users of social media networks, so if you’re not on social, you’re missing out. Equally people are turning to the internet more and more to search for and consume content online so if your materials are in print only, you’re making it more difficult for people to engage with you as it means they will have to find your marketing in a physical location. While you don’t have to jump on all the latest technology and social media trends (and depending on your target audience would be ineffective anyways), it’s important to re-work your marketing strategy to include digital. Just because you haven’t done it before doesn’t mean it’s too late to start doing it now.
Ignoring evidence for better resultsOne of the greatest advances of digital is the fact that there is so much data that can be collected and used to make informed decisions. Before technology, marketers would print brochures and put up posters and hope for the best as there wasn’t really a way to accurately measure the success of a campaign. Nowadays there’s no excuse not to include some data analysis in your marketing workflow. Even if you rely more on gut instinct, there’s still a place for data in decision making. Once you have captured the data, ignore it at your peril! Data will give you insight into your target audience that you can’t get from guessing and could save you time and money. Using data to shape your campaigns is an easy win, especially if you haven’t been using it before.
Insanity is doing the same thing and expecting different resultsDo you expect your campaigns to grow your organisation but keep doing the same thing over and over again and get the same results over and over again? If you want different (and better!) results you’re going to have to change things up. You can’t expect people to continue to pay attention to the same brochures and posters year after year. It’s time to pivot and look at what digital can do for you.
People’s expectations changeAs technology become more and more a part of our lives, people expect this integration in all aspects of their lives. This isn’t to say that print and traditional marketing doesn’t still have value, but campaigns need to be more holistic and incorporate digital to maximise success. They expect to see your ads on Facebook and to be able to follow you on social media and to find your information on a website. The days of looking things up in the phone book or encyclopaedia are long gone so health campaigns need to be on the same page that their audience is.
As technology become more and more a part of our lives, people expect this integration in all aspects of their lives.
Your competitors are getting aheadIn this digital age, if you’re not engaging in these channels and your competitors are, you’re not just standing still, you're moving backwards. Chance are your competitors aren’t just doing the same thing they’ve always done so why should you? While following the crowd isn’t always the right thing to do, you’ve got to figure out a way to hold your own with your competition. While you don’t need to hop on the latest digital trends, having a solid strategy the incorporates a good customer and user experience is a good start.
Without change there’s no growthIt is undeniably tough to take risks and make changes, but without risk there is no gain. If things always stay the same, they will never grow and improve. If you want to grow your marketing, increase your reach and get more people involved in your campaign, you have to keep pushing the limits of what you do.
ConclusionWhile doing things the same way as you’ve always done it is comfortable and easier, it’s unlikely that it will keep giving you the results you want. To grow and achieve new targets, you have to try new things. So don’t be afraid to mix it up. Even if you start small and try just one new thing at a time, that’s still progress.
If you’re looking for an agency that doesn’t just do things the way they’ve always been done, get in touch! The Cargo team are waiting to work with you.