Marketing tactics and techniques have improved and diversified enormously in recent years, as the internet has allowed us to access a vast range of ideas to boost our campaigns. Yet, some of the classic approaches to marketing remain as powerful as ever and shouldn’t be overlooked.
The Power of Creating a Strong Brand
What’s the oldest, successful case of branding in history? According to the Guinness Book of Records, Tate & Lyle has the longest-established, recognized branding and packaging, as their Golden Syrup container has been presented in virtually the same way since 1885. However, long before that traders and manufacturers used a range of seals, stamps, and other methods to identify their goods.
The same overall goal of ensuring that the brand is recognized for excellent quality still exists in the digital age. The power of a good brand can be seen when we look at the games at top UK bingo sites. Games including Deal or No Deal and Britain’s Got Talent have been included thanks to the brands’ success in other areas, which makes the games attractive to more people. Meanwhile, some original slots such as Age of the Gods Bingo have been popular enough to have a series of games built around them, meaning that players already have a good idea of what to expect from new titles.
A lot of the current advice on building a brand covers the brand identity. This is often done by starting with a brand identity and creating a story around it, then using social media, editing tools, digital PR, podcasting, and other modern tools to get the message across. Yet, while some of the methods have changed, the main goal of establishing a brand that is instantly recognizable and trustworthy remains the same as it ever was.
Email Campaigns
After the first free email service from Hotmail was launched in the mid-90s, this type of marketing soon become hugely popular and emails started getting sent to millions of recipients each at a time, causing annoyance as unwanted messages began to fill up our inboxes. This has led to most of us now looking for ways to block spam emails, but well-executed campaigns can still be hugely successful.
Top tips include creating a plan by taking into account points such as defining your audience to find people who should be genuinely interested in what you say and then dividing them into segments. It’s then a question of working out how you’re going to write to them and what the content will contain.
Free Offers and Discounts
Giving away something for free to encourage future custom is a tactic that’s probably been used ever since the first traders had something to sell. For the first coupon in modern times, we need to go back to 1887, when Coca-Cola issued coupons offering a free glass of their product. Eight and a half million of these free drinks were provided in less than two decades, meaning that they were able to reach a large percentage of the American population.
We now find a variety of free offers and discounts online, with companies now offering these deals in many different ways. Major brands such as Amazon, Target, and Walmart rely heavily on offers and coupons to drive traffic while emerging brands can use this tactic to get a foothold in a competitive market and let the public sample their product.
These marketing tactics have been around for a long time, but there’s no sign of them losing their effectiveness. That’s why the secret is in finding new ways to adapt them to current technology and customer trends, rather than stopping using them. We can also learn from those examples from the past where marketing campaigns have gone wrong for reasons that we can now avoid.
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Features and account management. 7 years media experience. Previously covered features for online and print editions.
Email Adam@MarkMeets.com
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