Innovative Marketing Tools
Marketing has evolved rapidly over the years, from traditional print- and broadcast-based channels such as print, television and radio to newer digital, online channels. Although traditional marketing tools still work, companies are now experimenting with innovative marketing tools to help set themselves apart from their competitors. To maximize the effectiveness of your promotional materials, think about how you can market yourself in unique, innovative ways.
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Social Media Marketing
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Social media marketing is an innovative marketing tool that involves using social websites like YouTube, LinkedIn, Facebook and Twitter to promote your brand (see Resources). According to David Meerman Scott, author of "The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly," there are several things you need to do to be successful using social media as a marketing tool, including determining your target audience; providing valuable content on social media sites for your target audience; creating links to your own sites and blog on these social media sites; making it easy for customers to find and reach you online, participating in online discussions; and experimenting with several different social media websites.
Mobile Marketing
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Mobile marketing is simply promoting your brand via mobile channels. According to eMarketer, 73 million people in the United States had a smart phone in 2010. There are several innovative ways to use mobile marketing. Hire a programmer to help you create a mobile application. For example, if you own a dietary supplement business, develop a mobile application that contains healthy recipes. Another innovative way to use the mobile phone as a marketing tool is creating a mobile loyalty program. Capture the phone numbers of customers on your website, and send them periodic brand updates, deals and coupons via their mobile phone.
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Cause-related Marketing
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Cause-related marketing is another innovative marketing tool that can help you increase awareness for your brand. According to the Fred Hutchinson Cancer Research Center, 76 percent of American consumers said they would likely switch to a brand associated with a good cause, and 80 percent of American consumers said they have a better opinion of companies that are involved in positive causes. Partner with an organization that is special to your company. For example, if you have several breast cancer survivors on staff, partner with Susan G. Komen for the Cure. Sponsor events and races, and set up a sponsorship booth at these events to help promote your company while supporting the cause.
LinkedIn Answers
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Another not-so-obvious innovative marketing tool is answering questions on LinkedIn. First, sign up for an account, then go to the Answers page (see Resources). You will see a long list of business problems and questions that you can search for. Find questions related to your business, and answer them. The more questions you answer, the more you position yourself as a credible expert in your field. Since LinkedIn in for business professionals, this is a great way to market yourself and potentially find clients.
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References
- "The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly"; David Meerman Scott; 2007
- Fred Hutchinson Cancer Research Center: What is Cause Marketing?
- Mobile Marketing Association: Five Mobile Marketing Tips
- eMarketer: How Mainstream are Mobile Apps?
Resources
- Photo Credit online image by Leticia Wilson from Fotolia.com
