2017 has seen a major seismic shift in the application of media and social channels to both empower and disrupt players in the corporate and political landscape. A whole new generation of media pundits and social media users are finding new voice and power over established brands.

So what are brands and marketers to do in this new, volatile world, where media channels are both a vehicle for enthusiasts, and a weapon for the disgruntled?

When inbound marketing strategy first became popular among marketers a little over a decade ago, Australian marketers were less than eager to jump on the inbound bandwagon. While the rest of the world was reaching consumers on previously untapped digital platforms and using their content in innovative ways, it seemed as though the Aussies were, for the most part, still using those old intrusive outbound strategies.

What is the difference between high-growth and low-growth or no-growth businesses? In many cases, it comes down to differences in tactics, particularly marketing tactics. Here are 10 highly effective marketing tactics used by high-growth businesses.

Sales and marketing functions traditionally hold to their own unique methodologies and KPIs in organisations.

They have their own pressures and team cultures and yet both influence the relationship and experiences customers have with your brand.

SMarketing happens when sales and marketing teams unite to transform the leads provided through customer engagement strategies into purchases and sales growth.

At Brandmanager, we believe SMarketing will be a game-changer in 2016.

SMarketing is described as having a range of benefits.

When done properly it acts as a more efficient way of identifying quality leads and achieving maximum conversion value while sustaining customer satisfaction.

So why haven’t the majority of businesses embraced SMarketing before now?

A joke that floats around the Internet is that if you ask a question on a social network you will not get a response. Make a statement though and sit back as a flame war commences often between the participants and sometimes about an unrelated topic, grammar and spelling reign supreme here.

In a world that is forever changing, forever evolving you need to continuously innovate to stay ahead of the game.  No matter how many years you have been in business we are entering unchartered waters where a lot of the traditional ways we did business just don’t work any more. It takes the right mindset to innovate, a dedicated budget and a systematic approach to managing a portfolio of innovations. Big brands like Coca Cola spread their investment of time and money like this - about 70% is in the “now”, or established and successful programs, 20% to “new” or emerging trends that are starting to gain some traction and and 10% on “next”, the ideas that are completely untested.

The internet is constantly evolving for the better in providing stronger communication tools for businesses to reach out to their target market, particularly in the social media and mobile world. In 2011 statistics show that 47% of Australians connected with brands via social media networks. This suggests that consumers are increasing their interaction with brands and businesses through social media - some 1 in 4 Australians “like” or interact with a brand on Facebook on a weekly basis. 

So what does this mean for businesses?

Shocking but true - nearly two thirds or 64% of Australian small to medium businesses don’t have their own website. Yet it has been found that their online peers are experiencing more impressive financial and operational results than ever before.

Businesses that do not currently have a website are missing out on great opportunities such as higher revenue, better sales conversion and a greater number of customer leads. Consequently this is due to more consumers having greater access to the internet through new platforms such as iPads, Smartphones and increased free Wi-Fi areas, particularly in restaurants and hotels.

Times are in deed changing and Coca-Cola has revealed their strategy and what they are hoping to strive towards by 2020. It’s interesting to note that they are incorporating the social media world as their main tool in this innovative new approach by the “intention to move from creative excellence to content excellence”.   In short, Coca-Cola wants to use interactive feedback and online consumer dialogue tools to listen to their fans, interact with them and understand how to use this research to expand their creativity and ideas.

Coca-Cola are amending their 70:20:10 rule where 70% is low risk content, 20% is medium risk content and 10% is high risk content. Coca-Cola believes that they should focus more on the ‘risky’ 10%, as it is these ideas that could well become tomorrow’s 20 or 70% share of revenue.

Do some research and source your main competitors – online and offline – and print out their logos, take note of their marketing message, their Unique Selling Preposition (USP) and their positioning. Now compare your logo, brand and USP to that of your competitors – does it clearly stand out, does it feel fresh and modern or old and tired and if you were a potential customer would it be inviting to you?

Now let's go deeper into your organisation. If your USP says that you are more 'innovative' or 'reliable' than your competitors than you need to back this up throughout your business. Test the effecitiveness of your USP across all areas from point of sale to customer service, your brochure copy to the way you answer the phone and down to your 'elevator pitch' – the 30 seconder that sums up what your business is all about.