In A Digital Age, Classic Marketing Tactics Can Still Do the Trick

Mark Seyforth / May 6, 2016

Social media has it right for so many reasons, but there are marketing tactics that predate “the tech age” that still work like a charm.

Honestly, social media applications are a beautiful thing. They’re computer-mediated tools that enable billions to connect for the purposes of sharing music, pictures, events, documents, content/documents, videos, ratings/review, experiences, niches, and social commerce –all in the interest of the community, sales, product, support, crisis, PR, and marketing. And at its core, branding is the nucleus of social media strategy. Yes, social media has inched its way into every corner of our lives, particularly when media and marketing are concerned, but there are still a few classic marketing methods that should be considered when you’re devising your content strategy.

What seems to have become apparent is that reactive content, which clamors after what’s momentarily trending, has become the new norm.This form of content has displaced a need for quality and instead simply adds static to conversations rather than resounding words. This has changed the stakes for marketers who must climb through the noise and the diminishing needs of readers in order to reclaim a creative content process. Many marketers are still being proactive, pursuing the “why,” and seeking to use information to prove that the classic marketing model, and the tactics that sparked brilliant content creation, isn’t dead.


The term “laddering” in the world of marketing refers to an ability to make the desires of potential customers match the attributes of a brand. The brand can efficiently embrace specific attributes you’re seeking. By continuously pursuing the question, “Why is this important to you.” you’ll be able to single out a specific need that you can fulfill. By understanding the narrative and embracing the emotional detailing, laddering data can more abundantly explore the “why,” which further investigates actions that surround purchasing choices to unveil real motivations that depict a need. This process is invaluable for marketers who are dedicated to comprehending baseline wants and needs while offering insight. After you compile information to learn explicit reasoning for emotional attributes, you assign those to your marketing message, which uses content to serve readers the solutions they seek. This appeals to the personal side of readers, heightening direct engagement.

Promotional Marketing

Both proper promotion and digital PR are essential for delivering the right content to the right audience. Also, it’s important for connecting with social influencers. Traditionally, traditional means, such as radio, print, and TV have been used in order to communicate and promote marketing messages, and obviously this hands changed in recent years. With that said, consumer still trust expert opinions. ANielsen study indicated that 85 percent of consumers either regularly or occasionally seek out trusted expert content when making a purchase; 67 percent of consumers trust endorsements from unbiased experts when making purchases; and 69 percent read product reviews written by trusted experts when making purchasing decisions. Digital spaces have eased this process, making the digital consumption of tailored content needs more accessible. It’s this tailored content that can be promoted to the right people the right way in order to push influence.

For marketers who have a clear picture of consumers’ needs, they can meet them where they are online and put content directly in front of them. Publishing on influential sites, blogging and pitching work as ways to proactively share content with consumers.

Persona Creation

One of the greatest marketing staples has to be persona creation, which involves taking a snapshot of survey groups, demographic data, and interviews. Like laddering, this offers a rendering of a consumer with a need to be quenched. In the past, personas depended heavily on demographic data being used to draft an image of the consumer, but that can be limiting. Thus, sharing channels and all available resources has been used to create a persona, giving a marketer a more pronounced picture of desired customers.

When applying marketing tactic to content creation, consider niches, and focus on meeting the needs of the reader. Don’t write for everyone in your industry, right for specific groups. Cater to the specific needs of that group with well-planned content. Through research, you’ll learn to predict and schedule content related to those topics. The targeted approach caters to readers, and it’s an important way to write alternative writing reactively. Serve readers, target readers, solve problems, and use social tracking tools like  likeBuzzsumoandTopsy to find out where conversations are happening.

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Mark Seyforth
Mark Seyforth is an entrepreneur and marketing guru based in Coral Gables, Florida. Learn more about the ambitious businessman by connecting with him on LinkedIn, Facebook, and Twitter.

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