New channels, technology, and marketing trends are springing up left and right. While 95 percent of marketers know that multichannel targeting is crucial to their campaigns, fewer than half have the technology to capitalize on new methods that could help their campaigns stand out against the competition.

There are lots of trendy buzzwords about different marketing approaches being tossed around, and it's easy to get bogged down by trends without understanding the substance behind them. But that doesn't mean there aren't real, positive results that can be gained from taking on these new approaches.

Here are five marketing buzzwords you need to know, along with companies that can help you take advantage of the real worth behind them:

1. Programmatic TV Marketing

Most customers no longer watch an episode when it first airs on TV. Now that streaming services and on-demand make it possible to view shows and movies at any time, a consumer's attention isn't tied to one media channel. For example, you can't market to people who like "Scandal" just on ABC, or you'll miss the people who are streaming the show on Hulu.

Marketing campaigns are embracing a guerrilla approach that uses TV, streaming, YouTube, and other viewing sources to reach customers. Media Design Group takes that approach a step further by using data to develop customer profiles to help businesses reach millions of customers wherever they are watching. This programmatic TV advertising is more automated and allows the company to go deeper than just the standard target demographics. They can even pair that data with other household information to get a better feel for what their customers value.

2. Influencer Marketing

Eighty-four percent of marketers have at least one influencer marketing campaign in the works for the upcoming year. Even smaller businesses aim to find influential users on Facebook, Twitter, Instagram, and Snapchat who can deliver their messages to the right consumers.

theAmplify uses proprietary technology in social media applications to find influencers for big brands. By harnessing the power that influential voices have over consumers -- and linking those voices to a brand -- they present the brand as one that customers can trust. In its campaign for Playtex, theAmplify used a man named Keegan Allen to promote feminine hygiene products and destigmatize periods. According to theAmplify CEO Justin Rezvani, "His audience consists primarily of women, so it's a good example of pairing a brand with an influencer's audience, even though he wasn't an obvious choice for the campaign." The unique campaign drove more than 16 million impressions.

3. User-Generated Content Marketing

User-generated content isn't paid for by the company. It's any content -- be it photos, posts, or videos -- that fans of a brand create. It seems more authentic because it's not coming from the brand itself. The best part is that it's not a costly campaign -- and it's not a big risk if it doesn't perform well.

Chute has found the secret to marketing to Generation Z through user-generated content. The company uses its specialized IRIS software to allow its clients to find photos on social media that align with their brand identities. When it locates useful photos, a company can reach out to the users who posted them and ask to post their content on the company's social media pages. Once an image is used, the company can see how well it performs.

4. Referral Marketing

According to Nielsen, people are four times more likely to purchase a product or service if it's recommended by a friend. Referral marketing, sometimes called word-of-mouth marketing, uses someone else's recommendation of a brand to bring in new business. Because loyal customers refer the brand to people they think will also like it, companies can reach the right customers with a message that's coming from a reliable source.

Ambassador helps link companies to their most likely brand advocates and connects them with personalized referral campaigns. Basically, loyal customers and other brand advocates are rewarded for bringing their friends to the brand. This helps companies strengthen the connection they already have with loyal customers while attracting new consumers.

5. Lifestyle Marketing

Lifestyle marketing uses what a company knows about its customers' values and desires to show them how its brand fits in with their lifestyle. It doesn't always take the direct approach of pushing customers to buy. Instead, it's about developing a relationship based on what the customer cares about.

For example, Smirnoff Ice might have been big in your college days, but that's probably not why you drink it now -- MKTG's innovative lifestyle marketing techniques probably are. At the 2016 Electric Daisy Carnival music festival in Las Vegas, Smirnoff presented the ultimate house party experience. Under the tagline "Our House is Your House," Smirnoff brought in its customers' favorite DJs so they could pair a fun festival with their new favorite drink.

Brands face a constant challenge of figuring out which approach can help them best connect with their customers. It's easy to ignore the buzzwords that people throw out about different marketing approaches, but with proper implementation, those trendy words can have real value. Take the right approach, and these techniques can draw in customers and increase their loyalty like never before.

Published on: Jul 24, 2017