Marketing, like many other industries, has its share of myths. Often, executives share inaccurate information with other executives creating confusion and making decisions not based on facts. When this occurs, it becomes a problem. The longer an executive or a brand believe these marketing misconceptions, the harder it is for the right marketing practices to become implemented. Here are four marketing myths debunked.
Content Marketing Only Works for Some B2B and B2C Brands
Not only is content marketing beneficial for both B2B and B2C brands, but it remains a powerhouse in the marketing industry. The latest marketing trends show content marketing as one of the top tools to use to improve your brand. According to the Zazzle State of Content Marketing survey, 3 out 5 respondents stated that content marketing was a “key” part of their strategies for the coming year. Content marketing helps B2B and B2C brands educate consumers on what they stand for, their goals, and how their product is the best for them.
With content marketing, a brand benefits from being able to connect with their audience and give them a memorable experience. Fresh content opens opportunities to stand out from competitors, which increases the effects of SEO and interactions with the brand’s website or product.
Traditional and Digital PR Are Not Required for Good Products
An experienced PR professional will tell you that integrating both traditional and digital PR is crucial for any product, no matter how “good” it is. Many well-known brands, such as Nike and Apple, still incorporate both forms of PR, because it creates more exposure for their products. More than ever, we have seen a staggering amount of new, innovative product releases. PR agencies need to be able to fight through this “red ocean,” in order to help a brand make a name for themselves.
Using all available, relevant resources is key to increasing brand awareness and ROI. Traditional and digital public relations, along with social media, can drive brand exposure in a crowded marketplace. An example of integrating these two forms is:
Sending out a press release about a new product (traditional)
Producing a video for social media that explains the benefits of the product (digital)
PR is Only Needed for Crisis Situations
It seems that public relations is perceived as being necessary only for crisis situations. While a good PR team is needed in the case of a crisis, public relations is much more than that. Crisis management is only a small part of what public relations is. The Public Relations Society of America (PRSA) defines public relations as being a “strategic communication process that builds mutually beneficial relationships between organizations and their publics.” A PR agency focuses on fostering long-lasting relationships, that can withstand a negative hit to a brand’s reputation, should it occur.
PR tactics help develop a positive brand identity and drive strategic brand awareness. Public relations is used to influence the public to try a product or check out a brand. PR agencies work hard to persuade the right audience to talk about a brand, in a positive light. Whether the agency is coordinating an event, or drafting a press release, there are many PR strategies that can be used outside of crisis management.
Brands Hurt Creativity
There may come a time when a client is a bit more resistant to change than a marketer had anticipated. That is understandable considering they own the brand, and have a certain vision for it. Marketers have commented that this hurts the creative process. This is not entirely true. Creativity is only stifled if the marketer allows it to be. Experienced agencies understand how to work within the brand framework, while still driving brand marketing and creativity. There is always a way to help a brand produce the vision they want, while implementing the necessary strategies to make it successful.
One of the best ways to work around this creative block is to produce a variety of creatives for the client to look at. Marketers should:
- Study the clients’ reactions to certain colors, typography, formatting, etc.
- Ask the client why they liked a specific creative
- Analyze negative responses
- Recognize a partial response as an opportunity for convincing the client to try something different
Companies and executives often often discover that their marketing strategy is flawed because of a decrease in sales. Don’t let myths and outdated marketing strategies and tactics cause a decline in your market share.