In recent years, two major markets have experienced strong growth and have become crucial in improving the consumer perception of brands and companies.
On one hand, there is themobile market,whosespectacular growthhas enabled mobile devices to become the most sought after means for consumers to access information online. When consumers are influenced by a technology, businesses do not lag behind in boarding the same cruise.
For companies and brands, this growth has caused mobile to emerge as a communication channel in its own right.Hence, brands must position their content efficiently and assiduously.
On the other hand, the video market has established a significant position in the world of content. Internet users are increasingly accessing online videos and consuming more and more information via this channel.
These two elements have become intertwined and share a strong connection with each other. The data retrieved from both these channels serves as a basis for brands to build positioning strategies and also helps them to improve their relationships with consumers. Mobile is the platform used by the public to access videos, and as a result, brands and companies use this path to reach their audience.
Companies that make video ads allot a significant portion of their advertising budget to mobile. According to a study based on a US sample, mobile is the main reason for the growth of video advertising. It predicts that mobile will be a key element in video advertising and will gain the greatest growth rate. According to the same study, 72% of the growth in video advertising will be through mobile devices.
Web marketing , and especially content marketing, aims to address “customers’ pain points”. Companies that succeed in satisfying their customers are the ones that identifythese “pain points” and provide services and products to resolve them.Web marketing has helped businesses to provide customers with fulfilling experience and loyalty, a phenomenon which is termed “customer experience”. A good example is Amazon: it provides a first-rate customer experience which is way better than what conventional distributors offer.
Computer science and artificial intelligence strengthen the marketing prowess with innovative tools and software.However,their worth is established only if they help marketers to create original, creative and quality content.
What these tools do best is that they provide added value to the content.Useful tools help to find relevant information in the mass of data, and subsequently synthesize and review it.It is not a mammoth task to initiate content marketing in a company having more than 10 employees. It could be easily done by bringing in experts in a particular field who have good communication skills and are helped by the company’s marketing team. They could be excellent content creators.
There is no marketing without customer. What are the customer’s concerns and how to reach them? How are their requirements detected?
In content marketing, and for the B2B sector in particular, pain points mater more than requirements. This notion comes from the book ‘Solution Selling’ by Michael Bosworth. He explains the different levels of client problems through a pyramid hierarchical structure. At the top of the pyramid, there are pains that customers are aware of and for which they have an idea as to what the solution would be: customers know they have a problem and who can solve it. What Bosworth emphasizes here is that if the customer has reached this place already, you’ve lost the game. This segment is of no more interest.
Last year, I interviewed Bernard Cova , the author of a founding book on tribal marketing in the 1990s. Here he is again on the radar of marketers who are not afraid of new ideas and should prepare themselves to face the 5 levels of community marketing. I translated and adapted this October 2017 interview. A must-read for all those who are involved, or would wish to be involved in such activities.
Your latest book* clearly goes further than the 2009 Neo Marketing (a new edition based on the 1992 best-seller). It poses the question: “Have brands become unavoidable in our lives?”
Brands have moved beyond mere market value and they have become embedded in our social lives. You can look at the life of brands without ever being interested in marketing or selling products or services and that’s what I do in these 200 page-book [editor’s note: this book is only available in French at this time].
In this book, I demonstrate, for example, that we can no longer name certain things without using brands as verbs. We are “skyping” or “googling” or “Twittering”… etc. I also show, matter-of-factly, how communities are built around a passion for brands that go so far as to organize brand celebrations.
*editor’s note: this book “the social life of brands” has not yet been translated into English
Is Social Selling utter nonsense? Let’s save time for our readers, the answer is a resounding no’. What is nonsense, however, is the claim, voiced by some ’experts’, that one may just have to sit behind a computer to sell more. Here I have investigated this matter in the light of my field practice of both selling and social selling.
I have had a Social Selling itch for a long time
When so many people are touting the benefits of social selling and businesses are changing their habits to accommodate new trends, there is always a risk that the trend becomes a fad and that all reason is lost.
This is why, I have long wanted to answer the above question on this blog, and I decided to do it (disclosure) as part of an engagement with our client Touch & Sell. Here is an introduction and an English version of my blog post.Read more →
Here is a fun content marketing exercise I thought I’d like to offer my readers as a gift, just before closing this blog for the Summer season. CRM company Pipedrive’s content marketing manager shared this infographic with me and I found it well designed and perfectly apt with regard to the Visionary Marketing blog. Well done Pipedrive, here are people who know how to use Twitter!
Given France’s reputation one the (sales) pitch, the answer to the above question is a resounding “no”. France isn’t even listed in the top 20 world countries in terms of conversion rates. The Pipedrive people have calculated the conversion rates of the different countries from the data in their database and they have come up with their own World sales championship ranking. Note that Australians took their revenge on “les bleus”, they are in 4th place.
Good news, our German friends, always best in class are even worse than us. Definitely not a good year for Mezut Özil and his pals (well, former pals as it were).