Marketing has been thrust into a new era over several decades. From print advertisements through to holograms to promote their services, the freight forwarding world simply cannot be left behind.

Technological advancements have pushed us into a world of marketing that we previously thought impossible, and smaller businesses have become more creative in advertising their services because of this.

Long gone are the days in which big brands dominate the marketing game. VR, AR, drones, apps, social media and interactive advertising have completely reshaped the landscape for many aiming to market their business.

These changes have led to a resurgence in the advertising game, a renaissance if you will. If you want to be in the know with regards to the new wave of marketing services at your disposal, let us help you through the somewhat unchartered seas of new media promotion.

Money, money, money

There is now a plethora of services for you to choose from when it comes to spending that oh-so-important marketing budget. However, which one is best for you? Do your homework, and make sure that you aren’t spending money on a service that is primarily directed at young adults in a city centre if your target demographic is middle-aged men living in the country.

This seems like a simple tip, but so many people are so eager to get their name out there they tend to forget that they have a specific service to market. A targeted social media campaign is an effective, cheap way to start off spending your budget, if you know exactly which posts you wish to ‘boost’.

Think outside the box

There are so many tools available to anyone within a marketing team, that it really would be a shame if you weren’t unique in the way in which you approached advertising. Using VR to simulate the supply chain, using voice assistance to tell people exactly where their package is or even using drones to fly banners in certain areas to promote your brand.

These ideas will always separate you from the rest of the crowd using more traditional forms of marketing. Whilst, it is hard to grasp an analytical view of exactly how these ideas will work, you can take solace in the fact you will always be different from the rest of the crowd.

AI & big data

We are a while away from living in a Blade Runner type of world, however, Artificial Intelligence and Big Data are factors that every marketer must take seriously. AI and big data will continue to be on the agenda for 2018, with the gulf widening between the companies who know how to use it and those who don’t. Technology like this allows any business to understand its audience and those who don’t take this seriously will lose out on an opportunity to advertise to an unchecked market.

As search engines become more complex, and SEO criteria constantly changing, with a true understanding of voice and context being needed, surfacing content will not be the biggest challenge. Engagement will still be a metaphorical mountain to climb, due to a generation becoming used to online advertisements and ignoring them. Exploring new narratives with this data will see your business flourish.

New markets

Amazon is taking over from Google as a product search engine, and what they have done well is wait and market themselves as a simple, de-cluttered marketplace. If you own any sort of business, looking at Amazon’s business model and approach to marketing is a must.

Due to the resurgence from the online platform, they have been able to corner markets such as voice assistance and staffless shops, instead of joining in the already saturated phone markets etc., allowing them, uniquely, to advertise effectively using a range of techniques.

This has pushed e-commerce retailers to adapt their attribution models to understand that new audiences gained on social media tend to visit a site, engage and eventually purchase. This doesn’t happen every time, but by marketing the right service to the right audience, the process becomes easier. Looking at marketing models from leaders in various industries is an effective way of developing your marketing in a smaller company.