• Leigh Parker

Innovate And Push Boundaries To Gain Competitive Advantage

There was once a time when merely producing a product or service was enough to survive in the marketplace.

However, as with most things, change is the inevitable truth of life, so this is no longer the case. The ability to uniquely develop a brand to create a competitive advantage became an essential component within business development in the early twentieth century, and utilizing creative marketing techniques to increase sales became business-critical in the fight to increase sales and remain relevant.

In today’s fast-paced business environment, marketers must innovate and push boundaries to ensure they reach their target audience, and this requires an exponential shift away from traditional techniques. Today’s world has ‘gone digital’ and so must marketers. Online marketing is no longer a ‘nice to have’; it is a ‘must-have,’ and only those who embrace the technologies and campaigns required to exercise this powerful new way of showcasing brands can survive.

New trends are constantly emerging in this dynamic digital landscape. So, marketers must keep their eye on the ball to ensure they can plan and execute their strategies accordingly.

So, what are the fundamental marketing strategies required, and how should they get executed to ensure businesses gain the best return on investment?


Video content has been a powerful marketing tool for some time now, and this is a trend set to continue. Cisco predicts video will account for 82% of overall internet traffic by 2022. The use of video engages an audience using visual and auditory senses together. It enables stories to get portrayed in a compelling way that can leverage emotions as opportunities and is a reliable channel to educate the consumer about your brand, making the buying decision-making process much easier.


It might not come as a surprise to read that consumers trust opinions and recommendations about products and services when they get delivered by a favored influencer?

Finding the right ‘influencer fit’ is essential, and it is imperative they align with your brand to enable the best opportunity for success.


There is a good reason why AI-powered chat tools have become all the rage. While this futuristic tool can provide a solution to your customer's problems, it is one area of digital marketing that has yet to meet its peak. However, as technology advances, it is predicted that chatbots will soon be providing the best-in-class online customer service improvements. Those companies that have already deployed chatbots are finding they are capable of delivering far more than answering customer queries - they can make product suggestions and offer tips to consumers.


There is an overwhelming quantity of data out there that can get collected and analyzed so brands can learn more about their customer's needs and requirements. By leveraging the power of data, businesses can learn more about their customer to place themselves in a better position to serve their needs and outpace that of the competition.


It’s no longer enough to plod along the dusty trails of traditional marketing practices. Brands must set new standards to drive campaigns. Out-of-the-box thinking is essential to gain customer engagement and retention. Customers crave compelling interactive visual content that will whet their appetite and make them want more.


While content marketing in itself isn’t a new concept, storytelling is! We all love a good story, and this is not an exception in the world of business. Communicating your brand's message by using a memorable story is far more likely to appeal to the consumer than the delivery of raw facts alone.


Many traditional marketing practices are ‘here to stay’ but are not powerful enough on their own in today’s fast-paced consumer-centric world. Online marketing trends are shaping the marketing landscape not only today but also of the future. It is now business-critical to embrace the new ways of highlighting your brand's strengths available to gain competitive advantage and stay relevant.

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