Yes, you heard it right – even marketing trends that we thought were history are getting a revival of sorts. According to an Inc.com article, old marketing trends such as podcasts, silent videos, email and the use of “town criers” are slowly gaining popularity once again, making marketing strategists rethink the way they look at these trends.
The main reason why there is such a resurgence in these marketing techniques is because of their focus on finding out what the consumers and the audience want, which leads to better consumer engagement.
Being the digital savant that you are, you are probably shaking your head and saying “Podcasts are history!” Or even asking “Who listens to podcasts these days?” The answer to that last question will surprise you. According to a Business Insider report, 20% of American adults between the ages of 18 to 49 listen to podcasts at least once a month. There has also been a considerable increase in the number of adults listening to podcasts from 17% in 2015, to 21% in 2016. Advertisers have followed suit as spending on mobile advertising, particularly in podcasts, has gone up significantly.
The appeal of podcasts primarily comes from the fact that it is convenient to consume. People can listen to their favorite podcasts while exercising in the gym, sitting in traffic or while commuting. And with a wide variety of topics to choose from, consumers can pick the best podcast experience that suits their personality and lifestyle.
Who would have thought that the age of silent videos reminiscent of Charlie Chaplin and early movie and TV advertising would find a place in today’s modern marketing world? No one likely foresaw it. These days, 85% of online video clips particularly on Facebook are played without the sound, according to a report in Digiday. This is a fact that is attested to by popular publishers on social media, such as LittleThings, Mic and PopSugar, who say that they average millions of views on Facebook daily and that most of this has the sound muted.
Why is this so? Because these publishers produce content that can be very well consumed even without the sound on. This is possible with the use of captions or text that reflect what is being shown which makes it easier for users to “consume the information presented in the videos without needing to turn the sound on.” This has brought visual advertising to a higher level – that of using striking visuals and the appropriate amount of explanatory text. Advertisers have likewise caught on, making use of these techniques to create stunning and eye-catching ads via social media.
Sending out an email as a marketing strategy was a very tedious thing to do – so much so that you may end up spending way too much time and money on very slim returns. But with the rise of automated email marketing platforms, it is perhaps time to take a look back at how email can help us achieve our marketing results.
Unlike before, these automated platforms can help you provide a more personalized or customized experience for your potential customers. It is like composing personal emails to each of your potential clients but without the hassle. Another good thing about these platforms is the ability to track each and every email campaign you set, showing you what works and what does not.
Use of “Town Criers”
This marketing technique is way older than silent movies, dating back to the Middle Ages. But don’t knock it just because it’s that old. Its present incarnation carries a lot more promise because of the advent of social media.
In the age of the Internet and social media, town criers find their equivalents in our present social media influencers. They can be celebrities or famous people, but even ordinary persons who capture the attention of netizens can serve as media influencers. Like town criers, they provide or present news and information in bite-sized pieces and in a well-curated format. As they continue to curate and gather news and information that is reliable and relevant, their fan base or influence grows. And most of the time, advertisers see them as a way to reach a large segment of consumers.