Traditional marketers have been dealing with saturation for decades. Every billboard, sign post, park bench and empty wall has been taken, it seems! Even if you can get a spot, you don’t know how many people are simply tuning it out.
Although the digital world technically never runs out of space, it can become saturated as well. Yes, the Internet is infinitely large, but the majority of web surfers still go to Google and Amazon to find things. Digital attention is consolidated, so digital saturation is a legitimate phenomenon.
It could actually be argued that digital saturation occurred more quickly than offline saturation, because the amount of information put in the online space is many times larger. It never gets smaller, either. Nothing is erased, and there are more people putting data online now than ever.
How do you create a unique marketing perspective in this age of digital saturation? Let’s take a look at some tried and true best practices.
Invest in Human Creative
In an age of AI driven marketing and graphic design, marketing information is being created more quickly. This information, however, keeps to a similar theme. For instance, have you noticed that many logos these days stick to a similar vector based, rounded edge template? The way to really get a foothold on digital visuals is to invest in human creative. The upfront cost may be a bit higher, but the unique work you get will be worth it.
Learn Organic Marketing
In the same way that digital visuals hover around similar themes, digital SEO follows a templated pattern. Websites commission content that is meant to repurpose popular articles. Keyword sniping is actually quite an effective strategy, and it is used by the biggest companies in the world. Don’t think that you have to follow similar marketing strategies in order to get placement in Google. You can rank for original thought if you know the rules! If you can break into the crowd for a different reason, then you will stand out.
Use Original Content
Forget images from Google. Get your own images from the awesome camera on your smartphone. Try not to use stock images of happy customers. Why not get some from a live PR event that you throw? Instead of repurposing content from the top ranked articles on Google, find a different angle to promote. Dig deeper into the research that your industry really needs to know and write about that. You may have to wait a bit longer for your audience, but they will be much more loyal once they find you.
Create a Different Message
The core of marketing is the message that you produce, not the production value around it. Too many marketers forget that basic truth! If you want to create a unique marketing perspective, then start with your core, basic message. No two companies are alike. Once you have really dug deep into what makes you special, you can’t help but create a unique marketing perspective that people will have to pay attention to.
Keep the best practices above in mind when you are trying to set yourself apart from the crowd in the digital world. Don’t follow the crowd if you want to create a brand legacy that will stand not only the test of time, but also the test of too much information.
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