Virtual marketing has been with us for a few years now and with every new innovation in the cyber revolution, fresh possibilities have opened up. However, the fact remains that the whole area remains a fairly new one and the rapidity of change cannot conceal the simple fact that for many brands, keeping up with change is not easy. Those who are slow off the mark may find that by the time they have adjusted to one innovation, their rivals have moved on to something else.
Feel the width
Virtual marketing encompasses any means of providing goods, services or information on the internet, including interactive means. With faster download speeds and superfast broadband, it is more accessible and all-encompassing than ever. For that reason, the first thing a company should do is seek to use as many avenues as possible. Simply placing pop-up adverts on web pages is insufficient. This is simply a new form of interruption marketing and, on its own, it ignores the potential of content marketing and building customer relationships.
Use the latest innovations
The use of social media is an obvious way to develop virtual marketing, but it must be noticed that this is a medium that changes. Just as Facebook has adopted ‘trending’ in a move that blatantly copies one of Twitter’s most popular ideas, so those using social media should see how these developments offer opportunities. For example, the more links to video and other channels are available via such channels, the more brands would be wise to explore ways to use them. For hotel marketing, this is an obvious route, introducing social media users to an audio-visual presentation of a brand and its hotels.
Keep on analysing
A growing number of tools have emerged in recent years that can help track the effectiveness of marketing campaigns. Whether it is Google Analytics, the Youtube Audience Retention Report or Cyfe, these tools offer a chance to build up a picture of metrics that can demonstrate the effectiveness – or otherwise – of various campaigns and initiatives. This can enable brands to establish exactly where they need to be shifting their resources.
Be ready to change
What virtual marketers cannot do is talk in terms of tried-and-tested approaches. As a new sector that is evolving constantly, it makes no sense to focus what worked last year. Instead, there is a need to innovate and be ready to capture the possibilities presented by every new development. Whether that is a technological advance or a new format of social media matters not. What is really important is that a brand is ready and willing to respond and change.
