Why Online Marketing is seeing a decline...and how it opens the door for Print
For better or for worse, social media has become a permanent part of how we interact as a society. Whether it's with our friends and family over Facebook and Instagram, with major news and media over Twitter, or with content creators and brands on YouTube or other streaming networks, we as a consumer society have made the internet truly the connection and information superhighway it was designed to be. But for all the good that social media has done in how we engage the world around us, it is very easy to become disillusioned by the negativity that can come from online interactions.
Social media burnout is a real thing, and we're seeing it more and more all the time, as celebrities delete social media accounts and we're often encouraged to "unplug" and step away from digital content in favor of in-person social activities. Both consumers and brands are starting to realize that the fatigue that comes from being inundated with content can actually be harmful to our mental and physical health, especially when online news sources tend to make us feel as though the world is falling apart constantly.
MarketingLand.com discussing the idea of social media burnout and how brands need to change their strategy online to continue engaging with consumers in a way that is genuine. He gives four basic pointers to help marketers shift their focus online:
- Rebuild Trust by encouraging communication and focusing on loyal customers.
- Master Customer Service Basics by being responsive and accountable.
- Favor Engagement over Broadcasting. Be personal and authentic.
- Grow Your Advocates by finding new ways for customers to share and spread your content, rather than sharing it yourself.
Hall's points are excellent, but I think they are applicable to far more than just online interaction. If brands really want to combat and overcome social media burnout, there is a whole other avenue of engagement available to them that can reinvigorate their relationship with customers and prospects with physical results.
Applying these four strategies to online and offline (print) marketing can make a huge difference in how your audience reacts to you. More and more marketers are using personalized and interactive campaigns to engage customers in a deeper, more meaningful way. Brands are allowing people to see "behind the curtain", showing vulnerability and humanity rather than faceless perfection. It's refreshing, especially since a major part of the reason we are starting to shun online media is because of clickbait and spam content.
The case for print in a world oversaturated with social media and digital content has never been stronger. The tactile, interactive and authentic nature of print can be a welcome change, and personalization helps your customers feel like more than just a target number.