Well, we are coming to the end of another interesting year in
the world of marketing and especially brand marketing. So, what is on the
horizon for 2014? What will turn heads,
draw attention, and drive business exposure? And, at this time of the year let
us not forget our marketing friends from the past.
To quote that famous line from the film “The Graduate,” “Ben,
I just want to say one word to you, just one word…..” Only in this case the one
word is not plastics, it is content. Yes, that seemingly repeated and
re-repeated marketing friend [word] that we cannot get enough of – content. But,
in this case we are looking at the movement of digital content from the
adolescent stage to the start of adulthood; digital content needs to mature and
grow up. The concept of content has been in the marketing vernacular for more
than 100 years, but in the digital vernacular it is still growing.
With the continued growth of access points, mediums, and
methods of digesting information, we need to raise the bar on our content. I
love how the concepts ‘measurements,’ ‘conversions and not engagements,’ and
‘return-on-investment (ROI)’ are the hot buzz words in marketing. But, if you
spoke to someone who has been in a marketing role for more than 10 years you
would probably get a chuckle from them with regards to these buzz words.
I overheard someone say, “We need to move away from
‘retweets,’ ‘shares,’ and ‘Likes,’ and start measuring actual ROI. Wow, groundbreaking!
It has taken a bit longer than I thought it would for people
to get back to the fundamentals of business and marketing, while feeling warm
and fuzzy had its time, we now need to move the needle [bottom line].
So, what about our old friend content?
Content is about consumption and specifically a customer‘s insight.
The requirement is to learn about our audience and to move beyond what we want
to tell the audience.
Personalization works, but in many cases brands publish at
the aggregate and with the vast selection of specific channels available, they
are missing the target. The more personalized we make the content across the
various stages of the sales cycle, the better chance of measuring the results
of the engagement, and the better chance of tailoring future content to ‘hit’
the target. A great tool is visual content, which continues to populate channels
while producing a proven track record to attract customers; so, personalize,
populate, and connect.
As stated many times, Content is King, so treat it like
royalty with respect for the medium, the audience, and the brand; being
selective has its advantages.
So, what else will be the “it” for 2014?
Watch out for Google+. Google is a master of the engagement
and through their many tools (i.e. Gmail, Adsence, Adwords, Analytics, etc.) they
have access to a “captive” audience who they “graciously” offer Google+ links
too. This low pressure method of engagement has vaulted them to over 360
million monthly Google+ users, which is the second largest social media
Social media diversity will continue to grow in parallel to where
a brand’s audience participates, thus allowing for targeted content which will
enhance the value of the engagement.
And lastly, the saying is. “A picture is worth a 1000 words,”
and on the Internet, a picture in a post draws the eyes and attention of a
customer. A recent study noted that material that included an image drew 94%
more views; what an easy way to target your message.
acquaintance be forgot,
and never brought to
In the marketing world, old acquaintances should not be
forgotten, but as time goes by, we need to listen and learn so we can look forward
and be successful.
If you would like to learn more about our services, please visit
Luxury Experience Company
to see how we can make a marketing difference for your company.
We thank you for your continued support of Luxury
Experience, and as always, your comments are welcome, so please send comments
© December 2013. Luxury Experience. www.LuxuryExperience.com.
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