Advertising is changing so fast these days, it's no wonder that many marketing managers feel likethe Red Queen in Alice in Wonderland: "... it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast."
These says we're all running twice as fast just keeping up with the technological changes in our industry. The latest trend, mobile marketing via smart phones, is where savvy marketers are headed. Already, 34% of US mobile users access the web via their phones. And that's going to see triple-digit growth in the coming year or so.
How can you keep up?
By remembering that marketing principles haven't changed. Just how they're delivered. People will always look for brands and companies that speak clearly to their needs with meaningful messages. Alice has good insights into that, as well:
1. "Speak English! I don't know the meaning of half of those long words, and I don't believe you do, either!" Eaglet
Clear. Concise. Crisp. Make sure your marketing messages get to the point. Don't use inside buzz words or jargon. And above all, eschew obfuscation (don't make things difficult to understand).
2. "Begin at the beginning and go on til you come to the end: then stop." The King
How long should that ad copy be? Do we need a four-page brochure? How many pages should our website be? The answer: as long as it needs to be. But keep in mind, short and sweet beats long and complicated. Make sure you don't keep writing after running out of things to say.
3. "Read the directions and directly you will be directed in the right direction." Doorknob
No, that's not redundant. Each "directly" has a separate and distinct meaning. Precise understanding of language is necessary if your message is to be more than technically correct and really connect with customers without confusing and confounding them.
4. "My name means the shape I am... with a name like yours, you might be any shape, almost." Humpty Dumpty
Naming is an art that gets harder every day. With the web, all marketing is global-- even if you're just doing business in your hometown. Slapping a generic name on your company, product, service, or process just doesn't cut it anymore. Your name needs to communicate something and become a 24/7 marketing asset.
5. "If you don't know where you're going, any road will take you there." Lewis Carroll
Marketing is about achieving objectives, no matter if the message is delivered via a mobile app or a traditional piece of direct mail or a radio spot. Having a clear goal before you start out will help you get where you're going a lot faster.
