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Marketing Strategy: Silence is Fatal

In 2022, marketing strategy is incredibly different from what it was 10 years ago, five years ago and even just two years ago. Businesses have been working to adapt in a post…

In 2022, marketing strategy is incredibly different from what it was 10 years ago, five years ago and even just two years ago.

Businesses have been working to adapt in a post-COVID-19 market. CEO of Edge Partnerships Lorri Rishar Jandron said silence is fatal in the market today.

“COVID taught us to never go silent in the market, even when finances are strained. The market is turbulent,” Jandron said. “You cannot go silent if you’re going to do business in today’s marketplace.”

So, what should a business be doing when it comes to marketing? Jandron said diversity is key in any business strategy right now.

“Two key things I would say is, one, don’t put all your eggs in one marketing basket. Diversify what your approach is to marketing,” she said. “And, two, differentiate yourself from the pack; stand out from the noise by being interesting, sincere and connecting with who you want to connect to.”

Jandron has seen the way several strategies have played out for businesses. She said digital marketing is taking over in most recent years.

“If we want to get down to what’s really popular today, there’s nothing more agile and flexible than digital marketing. We can real-time test it,” Jandron said. “But traditional marketing still plays a very important role, and again it’s understanding who your targeted audience is.”

Even with changes in strategy, Jandron said staying attentive to your audience will always be most important when deciding on a marketing strategy.

“So, really knowing your audience and picking the right medium to deliver the right message at the right time. That’s really what it’s all about,” she said.

Jandron said every business needs to understand the key differences between marketing and advertising.

“Marketing in its very essence means impacting behavior, and it’s influencing your desired targets to believe that you’re the only solution to their problem,” she said. “A lot of people confuse marketing sometimes with advertising, which is a tactical approach you may use to accomplish your objectives.”

Jandron said what makes marketing and advertising different is looking at what your business is trying to accomplish.

“It will always go back to what you want,” she said. “What is the goal? What do you want to accomplish? And using those tactics, advertising public relations, digital strategies, social media influencer marketing and all those tools in our marketing tool belt to reach the goals.”

Whether your business is looking for a new strategy or looking to brush up on your current marketing plan, Jandron said paying attention to a constantly changing market is important.

“Knowing and appreciating the fact that the market doesn’t stay stable and there are changes that need to be made along the way, but at least you have the framework going forward to accomplish what you have set out to do,” she said.


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