The modernization of marketing and communication have opened up hundreds of new avenues for brands to reach their potential customers, but many marketers understand that not everyone has the expertise in terms of how to effectively use all of those new mediums to create actionable improvements in the brand's recognition. That being said, almost all marketers realize that it's impossible for brands to be maximally engaging through only a single channel.
As with any ever-evolving industry, there's a lot of rhetoric flying around within the multi channel marketing community. Those who have no clue what these trending terms actually mean might not be able to properly take advantage of them within their businesses. However, many of these new approaches to marketing have the potential to completely revolutionize how brands communicate with their target audience. That's why we've prepared a list of five of the most common marketing buzzwords currently trending, along with the best ways to use those buzzwords in relation to branded merchandise.Programmatic TV Marketing
Thanks to the advent of streaming television on high-speed internet, most TV viewers are no longer bound to a specific schedule in terms of when they watch their programming. Movies and shows can be streamed at any time, and in many cases consumers use more than one medium for accessing their content. They might use Netflix, Hulu, HBO Go, or any number of similar services.
What this means is that marketers can no longer reach the entire audience of a show by simply advertising through the channel that supplies it. Campaigns have had to evolve to follow a more multi-tiered approach that focuses more on the individual customer than blanket ad campaigns.
Programmatic TV advertising can take advantage of merchandising by showcasing new product lines or even through promotional giveaways. This will prompt potential customers to associate the brand with either free products or the chance to win free products, both of which will drive attention to the brand.Influencer Marketing
Influencer marketing wouldn't be possible without the aid of social media and the web in general, and a huge percentage of marketing professionals agree that such strategies will become vital in the future. Many are already implementing such campaigns through Twitter, Snapchat, Instagram, and Facebook, where established influencers with large followings are common.
The trick with influencer marketing is to find an individual on one of these social platforms that has a following closely related to a brand's customer base. For instance, Playtex recently used influencer marketing to reach a large audience of women who happened to follow the profile of Keegan Allen, a man with a fairly large following.
In terms of branded merchandise and its relation to influencer marketing, brands can easily create influencer kits that contain products and branded gear they will give away to their influencers. Those influencers will then share their experience with the products through social media, thus acting as a first-hand review and advertisement.
User-Generated Content Marketing
In the modern world, there are many consumers who are so attached to products they love that they'll generate their own content in promotion of the products or brand. This content could be anything from text posts to video clips, and it is generally considered one of the most authentic forms of advertisement since it isn't initially contracted.
Many members of the millennial and younger generations are drawn to this sort of advertising because it feels more natural. There are certain advanced methods out there that allow brands to seek out this sort of content on social media, and when such content is found, the brand will ask the creator to use the content on their own branded page.
In many cases, user-generated content can be acquired by a brand at little or no monetary cost. Those who are devoted to the company or product might be willing to offer their creations in exchange for merchandise from the brand. Or, often times receiving promotional giveaways from the brand will prompt the user to snap a photo and share about their new gift on social media without any incentive needed.
Surveys have shown that customers are much more likely to buy a product or use a service if it was recommended by someone they trust. This is often called referral marketing, and brands are starting to see the sort of value it has on their business. In the same way that loyal customers produce user-generated content, they can also help drive new customers by making recommendations to friends and family.
Not only is this one of the most effective and affordable forms of advertising, but it is also one of the oldest. Brands have been using their merchandise for years to drive referral marketing. They do so by offering incentives to their loyal customers who might bring in new customers. Many subscription services offer such rewards, which may include free or reduced subscriptions or physical merchandise rewards.
When companies use their existing customers to bring in new ones, it has a two-fold effect. Not only does it work to drive new sources of revenue, but it improves the relationship with the existing customer base by incentivizing them to convert others.Lifestyle Marketing
When brands use what they know about their core customer base to create ad campaigns, they are using lifestyle marketing. Budweiser famously uses this sort of advertising during the summer months by offering branded parties and huge summer celebrations that center on their products. Their standard customers love the idea that the company enjoys leisure as much as they do, and new customers will relate to the same sense of connection.
Branded merchandise is perfect for this style of marketing since it provides a way for brands to connect directly with their consumers in ways that align and enhance their audience's lifestyle, beyond their core product. Bud Light was able to accomplish this with just a few shipments of beer, and the value of that campaign is exponentially greater than the cost of it.