How Content Marketing Evolves with 1 to 1 Marketing
Marketing for the last 150 years has been push marketing, but for the first time ever, it is pull. Customers have an assemblage of voice whether it’s responding to NetFlix new pricing or discontent in Egypt over Mubarak. Content marketing is being shifted—yet many marketers continue to do things like it’s the early 2000s.
At the Inc. conference, Gary Vaynerchuk got it right when he said, “the word for the next decade is Context.” Context means answering the 5 Ws (and the occasional H): Who, What, When, Where, Why, and How.
The battle of marketing going forward is the individual—it’s about 1to1 marketing. Most companies are running as if it’s a sprint, not a marathon. And social media is about a marathon. While many companies are shifting dollars to social media, it will need to be a long-term play for which many are not prepared.
Social listening is a great place to start as it allows you to understand the emotional center of the customer. If we find out what our customers are saying, we can understand how to win them over.
Social listening is about:
- Extending the voice of the customer throughout the entire enterprise.
- Getting the right conversations that matter to the right people.
- Bringing the external world into internal conversations.
- Getting people listening to the right things.
When word of mouth (WOM) marketing leads to transactions, that’s when marketers pay attention. And it can all start with a great promotion and great experience.
Comments
Consumers are wary of advertisements. That’s why it’s important to participate in inbound marketing techniques like social media and SEO. They are long term strategies but they work to build consumer trust over time. When they are in need of your product or service they will see you out, instead of the other way around.