People and technology get better in blocking out content (ads)
Interruptive marketing gets blocked
Technology gets ever better in blocking out content that we don’t want:
- TV recorders jump the commercial breaks
- Spam filters filter out spam messages
- Browsers have plug-ins that filter out ads
People also get better in filtering out messages we don’t want to see:
- People zap commercial breaks
- People scan over or ignore a online advertising
- People don’t click on online advertising
- People don’t open email marketing messages
Thus a large part of advertising money is being spent without any influence or without influencing the target market and the clickers are not belonging to the intended target groups.
The Natural Born Clickers: 8% of internet users account for 85% of all clicks
All of the clicks for all the ads online come from only 16% of the surfers.
Content marketing: Content nurturing spots instead of fishing nets
This is the change from interruptive marketing into content marketing.
People will look and search for interesting content or content that suits their current need or interest.
Instead of setting out fishing nets as with advertising, content marketing is quite different as you set out many nurturing spots in many places with the hope of attracting the fresh fish that will eventually land into your trap by paying attention to your proposition.
The content marketing has one big advantage in case your content gets duplicated and distributed as if your food at the nurturing spot was distributed freely by the visiting fish.
Social marketing: beyond your controlled environment
Advertising, advertorials and the company website are all controlled environments.
As the prey is now blocking and ignoring your advertising your marketing has to mingle amongst the people in the social marketing – even for BtoB.
This is stepping out of controlled and safe environments that just required money and somewhat creation.
Now you need mainly creativity and inspiration to reach your target customers.
Still social marketing will not solve your marketing problems as it is only a part of the complete picture..
Take advantage when the rules of the game change
People block your advertising, then you need to adapt and change. Else your company will be extinct: the natural selection of Darwin (‘The survival of the fittest’) will be applied.
The rules of the game have changed and companies need to take advantage of this change.
Instead of interruptive marketing, content marketing and social marketing is here to stay.
One of the main problems with content and social marketing is to know who the visitor is as you cannot ask his ID.
Previously with advertising or emailing campaigns more was known about the targeted interested party. This implies and requires new solutions to find out about your visiting fish.
How effective is your advertising lately?
How much of your advertising actually reaches your target market?
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One of the things about content marketing is that you are making yourself the expert in the product or service that you are selling. Through good and informative content, the prospective customer doesn’t feel like they are being pressured to buy. Instead, they are reading and learning based upon the information you provide. In turn, the customer will remember you when the time comes to make a purchase.
Completely agree.
As a vendor you give useful content or information away.
In return the potential customer remembers you and regards you as a specialist.
100% agree with Tonygun here. In fact most of my major purchases are made if I do not feel pressured and am able to read informative content.
One of the things that I learned when I used to work retail sales is that people want information and not to be pressured. As Leighdu stated, she made purchases when she didn’t feel pressured. For me, when I gave information, the customer often returned from the competition and bought from me because they didn’t feel any pressure from me and they often told me that.
Yes, and it still amazes me how many “pushy” salespeople are out there. One of the first things we teach our team is to yes, go in knowing you are going to get the sale, but in no way push or pressure the customer.