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Business owners and marketers nowadays are generally immense in digital and social media marketing. Surely, creating new and engaging social media and SEO strategies is a daunting task and requires a separate team (if not a department). It helps businesses connect with their target audience and generate leads, later converting them into potential customers.
However, it is worth stating that digital and social media marketing strategies are not the only powerful tools available to the marketer. There are several other tools that can assist businesses in accomplishing their advertising and promotional needs. For instance, linear TV advertising, video marketing, email marketing, content creation, and more.
Despite all the available tools, an appropriate blend of these strategies is required for the surefire success of business promotion efforts. In other words, for your business to grow, the habit of sticking to the same old same old needs to be changed. It would be best if you diversified your marketing mix to cater to the needs of a wider audience.
Suppose you own a beauty brand. In that case, you can focus your marketing efforts on youth using social media as well as ladies in their 40s or 50s using linear tv advertising. According to your target audience, you can amend your brand’s message and cater to their needs. In fact, using linear tv advertising to capture an audience of 35 and above is quite effective.
If you are wondering- What is linear tv advertising? Or does linear tv advertising still matter for advertisers? The answer is YES. Approximately 70% of the US population watches TV and accounts for 84% of the tv ad views. (particularly the age group of 35 and above.)
Here’s how it benefits:
Typically, businesses experience exceptional growth in the beginning years. It is because the product or services offered by entities is something new to the society, and the target audience is excited to use them. But as time goes by, the growth along with product/service demand starts to slow down. New businesses enter the existing market and grab the target audience’s attention.
Having a diversified strategy in this scenario will ensure that growth is consistent. In case the business success is on halt or stagnant, trying a mix of advertising techniques will give a push to the demand by opening up new markets for new customer groups.
For many entities, the prime objective of a diversified marketing mix is business survival. But, you must look beyond survival to reap its benefits. Sooner or later, the changing economic scenarios will affect the overall cost of production, which is likely to influence the product or service demand. Ensuring that your business continues to make a profit even during the economic changes is vital. So the trick is to use different promotional strategies targeted toward different audiences. It is especially a great idea if your business is seasonal.
For instance, an ice cream parlor often sells enormously during the summer season, focusing its advertising on only selling ice cream. During the winter season, it is challenging for businesses to maintain the cost of operation that will affect their existing revenue. Promoting different products along with ice creams such as quick snacks or coffee during the summer can help keep the parlor running during the winter.
People often limit diversification marketing strategy to promotion. Though, it also includes expanding the range of products and services a business offers. It allows the business to have a proactive growth strategy. Basically, adding new products and services helps your company enter new markets and expand its brand’s value and image. This way, the halted growth will get a kick start.
For instance, a toothpaste company can introduce toothbrushes for kids, adults, and elders. This range of products can be separately promoted on different platforms to attract the target audience- toothbrushes for elders using linear tv ads and for adults on social media platforms. How well marketers can use the available tools for promotion depends on the rising need for the product, changing market scenarios, and the creativity of the person in charge.
In this highly competitive era, promoting your business is necessary. However, what medium of promotion you choose has a significant impact on end results. Therefore, it is wise not to put all your eggs in one basket and use a diversification marketing strategy for consistent growth. It will allow you to better understand your market and target audience and cater to their needs.
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