When was the last time a telemarketing call or random flyer prompted you to make a purchase or get excited about a new company? It’s far more likely that you barely acknowledged either one - the flyer probably made a swift transition from mailbox to recycle bin, and the telemarketer’s pitch was no doubt cut short by a curt “not interested.”
Traditional mass-marketing techniques have experienced a massive decline in recent years as professionals in the field come up with better ways to influence target audiences. It’s the “mass” part that has fallen out of favor. As our world becomes smaller, drawn together by digital technologies and a growing appreciation for diversity, most generic approaches to marketing simply don’t work.
Across the globe, students are becoming internationalized - leaving their home countries to earn degrees in a completely new environment. Students who study abroad in Italy or pursue a bachelor’s at an American college in Rome, represent a growing trend. Young people recognize the power of travel to broaden cultural awareness and enhance the university learning experience. As much as we appreciate what unites us as humans, we’re fascinated by that which defines our uniqueness.
This emphasis on uniqueness - rather than the generic “mass” - is what is driving the most powerful trends in internet marketing.
Personalization
It’s not surprising that personalized messaging has become such a vital component of digital marketing strategies. Marketing and Communications students know that one of the first steps in defining a digital strategy is to identify the target audience. Rather than just broadcasting a message to the general public (and hoping for the best), the internet makes it possible to research and reach very specific niche groups. Analytics and other forms of behavioral tracking are helping marketers define theses niches in incredible detail, personalizing messaging to really connect with their interests, motivations and concerns. No mass-mailing campaigns here! It’s all about recognizing uniqueness and customizing tactics.
High Quality Content
If you’ve chosen to study in Italy, you already know all about the power of quality content. The capital city of Rome is overflowing with beautiful images, sculptures and architecture - it’s what draws millions of people to travel there each year. In a similar way, thoughtfully crafted digital content draws consumers to websites and social accounts, without the need for obtrusive measures (like telemarketing phone calls or annoying ads). Artfully designed web pages, engaging videos and photographs, funny and interesting stories - these help define a brand, reach out to define target audiences, and actually pull them in toward the company or business. Quality content makes you want to visit the site and purchase the product - all of your own accord. It’s become an essential part of internet marketing.
Strategic Social Engagement
What social media platforms do you use the most? Most people have a handful of accounts, and they choose them based on interest and intent. Instagram is all about sharing a story in images, Facebook connects us with friends and family, while LinkedIn is more about professional networking. Over the last few years, businesses have jumped onto the social media bandwagon, joining any and all platforms to attract new consumers. But now, more marketers are realizing that there’s a method to the madness. They’re giving more thought to which channels actually make sense to use, based on their company brand and the platforms their target audiences are most likely to embrace. Social media engagement is becoming more strategic. It’s about defining what brings a community together around a product or service, understanding what makes that community unique, and choosing platforms that reflect those characteristics. On social media, the medium is just as important as the message.
What excites you the most about this new era of digital marketing and advertising?
