The 'level of noise' or 'amount of information competing for a consumers attention, is increasing at warp speed.. and they don't want to know... When you combine this with the fact of 'dual screening' ie: A consumer has their TV on but plays with their tablet, usually in the commercial breaks.
This is diminishing the value of the commercial to the advertiser as they are not watching the screen space they just paid good money for. A recent survey showed that 74% of Australians admit to 'dual screening' and it gets worse, with the under 25's who now appear to be 'triple screening' along with their smart phones.Here's a 2 min video of 2014's digital marketing trends.
It's strange but they are in 'information overload' yet they have multiple devices going searching for information! The answer is the type of information they are seeking. They are now becoming selective, choosing to block out 'the noise' (or in this case, the unimportant stuff/commercials) and choose info that is important and relevant to them. Enter 'content marketing'! - The creation of relevant information about what 'they' are interested in, is the basis of this, as it seeks to engage them and build the business as 'the place to go' when they are ready to purchase.
With the fragmentation of media, content marketing should definitely form part of your mix, though I wouldn't go dropping the traditional marketing' channels just yet.
You are welcome to contact us at The Perth Advertising Agency for a free chat about how we can help build and brand your business.
We are starting to see the words 'content marketing' pop up more and more lately. Is this just another fad? or is it of value to businesses?. Tradition marketing or advertising seeks to encourage the consumer to 'make a purchase' whereas 'content marketing' seeks to engage the consumer with something of interest to THEM.. not what we have got but what they want. The 'hard sell' is replaced by quality information about a product or service, with 'no strings' or sales talk at all.
A lot of businesses will have a problem with this 'content marketing' model, as it's a long term approach, rather than a measurable return on investment, such as a TV commercial. The aim is to engage the consumer with quality and usually free content that is relevant to them. It can take the form of a video, information. It seeks to 'inform the customer' rather that sell to them.
The real upside, or benefit of this, is the effect it will have on the business in the eyes of the consumer. They will realise that they are not being sold to but rather assisted with relevant information in one form or another. This helps build the brand as a place of business that knows what they are talking about and not afraid to give out information without expecting anything in return. It seeks to inform, not to sell. The idea is, that down the road, when the consumer is ready to make a purchase, that the company who was interested in helping them will now get their business..
We have just finished something along the 'content marketing' lines, (There a a few definitions as to what content marketing is by the way) with a series of short videos about a Nursery. The normal 'Her's where we are and here's what we got' approach was dropped in favour or 'Come and experience' us.. We showed the customer how exciting the place actually was and that 'exploring it' would be fun.. We presented the information in a way that they would want to come and find out about the place, rather than the usually format.Content marketing can help build your future sales and brand. Business seek to engage with those interested in their products of services, rather than 'another commercial' plus it will assist in your search engine ranking along their 'quality content' guidelines