Everyday life does not remain unchanged – it moves on, things change. The market and our approach to it – marketing – is the same. Things move on, things change. Much has been said recently about inbound and content marketing, as well as the uses of social media for marketing purposes. Now it is time to take another step on. Just as we have responsive websites, fitting themselves to the instruments we use to view them – desktop, laptop, tablet, mobile phone – here we introduce the idea of responsive marketing.
Current rends in marketing are said to be as follows:
- a move away from large-scale campaigns
- a greater use of inbound marketing, taking steps on from content
- an integration of social media
- greater use of mobile marketing
- being more human, less use of marketing speak. (Hubspot)
There are a lot of different channels available to us for use in our marketing and branding efforts. Yes, we have to include branding here, because it is definitely not a situation of fire and forget when it comes to branding – close attention has to be paid to it in an ongoing way. There is far more use made of mobile phones these days, courtesy of mobile friendly websites and the propensity of people to surf on the go using their mobiles. Admittedly there is less use made of sms marketing than years ago, but it still happens. It had seemed that e-mail marketing took a dive, particularly with the rise of social media channels and social media marketing.
Responsive marketing takes real note of the changes in behaviour we are currently seeing in people generally. Yes, it is a form of reactive marketing, less campaign based. It is certainly context based in its approach. It is also a multi-channel form of marketing and branding.
Responsive marketing is something that re-affirms the statement – content is king! It places it, though, in a changing market, a market that is seen to move day by day, week by week, using topicality to adapt and evolve the brand and marketing landscape, making your marketing more than a campaign, it becomes a flow, changing over time as things around us change, adapting to the changes in everyday life.
It is not just a form of inbound marketing or content marketing dressed in new clothes. It is an underlining of the fact that attention moves on and that businesses have to recognise where people are going and when. If you want to engage them – say something that is going to interest them, say something involving the things they are talking about … How do you say these things, when and where? – well use a variety of media and channels – people move around in their attention. At various times of day and night it may be TV, online, mobile phone – sometimes it will be video, others games, facebook, twitter, pinterest, pictures in general, articles another.
Here we are talking about a form of marketing that is properly adaptive – taking into consideration the particularities of people’s attention at any one time. Using a variety of media forms will reinforce the message you are sending out. Placing it in a particular context, something possibly of that moment in time that is catching people’s attention, will keep things current. As always it is a question of attention, interest, engagement.