There are hundreds of marketing channels for you to share your material. Learn which ones are actually worth your time and money.
Have you ever looked up a recipe online and found yourself scrolling through pages and paragraphs of introductory text telling you why the chef’s life was changed by this blueberry cobbler? Like this one for example.
We’d wager that you fiercely scrolled through all that text all the while saying to yourself “gosh darn I just want to see the ingredients and instructions!”
To people who work outside the marketing bubble, the minutia of finding out what goes into your plans is a lot like the story before the recipe. They recognize it took a lot of time, but all they really care about is the ingredients— or the results you’re going to get from your marketing channel and how much it’ll cost.
The comparison is a little silly, but you get the point. When it comes to choosing a marketing channel, you need to know how and why it’s worth your investment if it’s going to get c-suite approval. So, to save you some time, we did a little research and unearthed the cold, hard, facts behind some of the newest and most effective marketing channels out there.
But first, we have to address one very important question…
What Is A Marketing Channel?
By definition, a marketing channel is any method or platform used to carry out promotional, marketing, or communication-related activities. They are most commonly identified by sub-categories specific to the way the information is shared. For example:
- Print marketing channels: magazines & newspaper ads, brochures, pamphlets)
- Digital marketing channels: social media, websites, email/text marketing
Marketing channels can also refer to the ways customers are connected with products and services, i.e, retail, wholesale, etc. However, at SimpleTexting we generally consider those to be distribution channels, and that’s an article for another day.
With an operational definition of marketing channels in mind, let’s explore some of the stickiest trends across industries and identify not only what’s popular, but what works.
8 New Marketing Channels Worth Your Attention
This may not come as a surprise given the fact that we live in the age of technology, but most of these trends fall into the digital marketing channel category. In reality, there haven’t been any major developments in print marketing over the last decade or so.
While this doesn’t mean print marketing is dead, but it’s certainly not the hottest commodity. So, for your sake and ours, we decided to turn out attention to the digital world and explore some exciting new marketing opportunities that have the potential for impact in any organization.
1. Affiliate Marketing (AM)
Let’s kick things off with one of the more controversial trends. Love it or hate it, affiliate or “influencer” marketing is taking over the e-commerce world. The model for affiliate marketing is simple— a flat fee or commission based earning is offered to an individual influencer or external website in exchange for sales.
Why it works: There are so many influencers who hold clout in their respective communities, and aligning your brand with an influencer who represents your values is the perfect way to score the attention of your target audience. You may be marketing to smaller groups of people, but you’re getting your product/service in front of an audience who is more likely to convert towards your desired action.
Additionally, followers of your affiliate or influencer trust them. And endorsements from someone they trust can have a monumental impact of purchasing behavior.
Affiliate Marketing Stats:
- 15% of the total digital media advertising revenue is attributed to affiliate marketing.
- Affiliate programs generate 15%–30% of all sales for advertisers.
- Since 2015, revenue from affiliate marketing programs grows by 10% annually. The projections are this impressive trend to continue at least until 2021.
- 49% of consumers claim that they depend on influencer recommendations on social media to inform their purchasing decision.
2. Social Media Stores
Social shopping is a trend on the rise. In the past, consumers could see products online and on social media, but couldn’t do much but admire them. Social media stores, however, enable consumers to view prices and purchase items from a store directly from the app they’re browsing on. No more need to redirect to a store’s website and search to find what you liked so much. Or worse, risk scrolling past an item and forgetting about it a few seconds later.
Why it works: Social media stores give shoppers the ability to make a purchase in the moment. This cuts down on lost leads and allows you to capture customers who may not know as much about your brand, but rather discovered it through a third party.
Social Media Store Stats:
- There are around 4.2 billion active social media users in 2019 (or 42% of the population).
- 54% of social browsers use social media to research products.
While YouTube isn’t “new” by any means, how it’s grown to influence the digital world is. In fact, YouTube is considered the world’s second largest search engine! Video has become the preferred storytelling method for brands, and consumers love it.
Why it works: The success of video marketing boils down to science. Our experience of the world is perceived 83% with our sense of sight. Because of that, a consumer is far more likely to watch a video than read an article. Paying attention to and retaining information in motion gives brands the opportunity to share more complex information and, their undivided attention results in more conversions than any other kind of media.
- Adding a product video on your landing page can increase conversions by 80%.
- 83% of businesses say that video provides a good return on investment.
- More video content is uploaded in 30 days than all three major U.S. T.V. networks combined have created in 30 years.
- Forrester researcher Dr. James McQuivey estimates that one minute of video is equal to 1.8 million words.
4. Search Engine Optimization (SEO)
According to SEO software provider Brightedge, 51% of web traffic comes from organic searches. In order to make sure your brand has a web presence and gets noticed during those searches, your content must be optimized for search engines. SEO marketing ensures your webpages appear in top spots on Google for specific keywords related to your business. For example, if you’re a pizza joint in Manhattan, you might have a lot of competition for customers. Investing in SEO means that when someone googles “best pizza in Manhattan”, you show up well before your competitions, and customers trust the higher appearing webpages.
Why it works: Similar to video marketing, SEO works because it comes down to a science, or rather, an algorithm. If you adhere to what search engines like Google spell out as optimal content, you will be rewarded with a higher ranking. The higher the ranking, statistically, the more organic traffic you receive.
- 93% of online experiences begin with a search engine.
- 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative.
- 75% of people never scroll past the first page of search engines.
5. QR Codes
QR codes, if you’re not familiar, are those black and white square-bar-code-looking graphics that actually store URLs or other digital information. By holding up the camera on a smartphone, you’re able to “read” the information the code links out to.
Why it works: Generating a QR code is easy to do and oftentimes relatively inexpensive. They also give you the opportunity to place up to 4,000 characters of brand information into the hands of your audience in an instant, all over the world. That kind of visibility is not only easy for customers, but convenient for marketers.
QR Code Stats:
- In the US alone, an estimated 11 Million households will scan a QR Code in 2020.
- Some of the biggest brands in the world are regularly (and very successfully) using QR codes in their marketing strategies across the world such as Nestle, Coca-Cola, Starbucks, Taco Bell, McDonald’s, Tesco, Guinness…
6. Voice Search
Technology has brought a lot of new friends into our lives. Millions of us chat with names like “Siri”, “Alexa”, and “Google” every day. So much so, that the ability to search for products and services device free (aka with only our voices) is actually a new consumer trend.
Optimizing your website to be recognized by these voice searches is crucial in order to be noticed.
Why it works: Voice search optimization works because it’s a way for your brand to meet consumers where they’re looking for information. At this point in time, household voice search technology is so new, getting ahead of it now gives you an edge out on your competitors. Voice Search Stats:
- Globally, smart speaker shipments grew nearly 200% YOY in Q3 2018.
- 65% of 25-49 year olds speak to their voice-enabled devices at least once per day.
- Half of all online searches will be voice searches by 2020.
7. Text Marketing
We wouldn’t put our money on a horse with no chance of winning the race. Here at SimpleTexting, we consider ourselves industry leaders for the work we’re doing with text marketing, a continually growing marketing channel. Text marketing gives brands the chance to not only communicate with their audience via mass messaging, but through one-on-one business texting as well. This flexibility provides unmatched customer service as well as personalized offers for customers.
Why it works: We’ve got more than a few reasons right here.
Text Marketing Stats:
- Text messages are opened and read almost 5 times more than email (98% to 20%).
- The average response time for a legitimate email is about 90 minutes, compared to 90 seconds for a text message.
- Over half of customers say they’d prefer texting with customer support and that texting is their preferred form of communication.
So, now that we’ve cut right to the recipe, what do you say you go on out and get cooking! We may be biased, but we think text marketing is a great, cost-effective place to start. And if you have any questions, our team is more than happy to connect!
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