Content has always been at
the core of communicating with customers. It was something that was always
managed and "done" from the advent of marketing, but things have changed, and
in a major way, from a budget, time, and attention to detail perspective.
The idea of presenting your
product or service to meet your customer's needs by packaging an experience on
how they could do their job more efficiently has not changed. But, with the
Internet, the opportunity to connect your message with customers has
exponentially increased. In addition, feedback is faster, sometimes biting, but
always available, if you set up your objectives correctly ahead of time.
Content is less about lashing
out at your competition and more about meeting your customers' concerns,
challenges, and needs. It is about putting the customers needs ahead of the
brands, which for many marketers, is a challenge in itself.
In the past, content
marketing was like shooting an arrow, it was a targeted focused message, now it
is more like a shooting a scatter gun or dropping a stone in a lake and
watching the ripples expand and move.
The result is the need to collect, manage, and synthesize your data in an
expedient manner as you may not get a second chance on some Internet based
communications, as well as you may be left behind with respect to your
competition if you do not understand the needs, desires, and wants of your customer
provide input to: instantly research information, focus your creations, fine
tune your target(s), adjust or redefine your distribution, respond with timely
promotions, and to measure, measure, measure your results so you can start the
process all over again.
Internet content is rapid,
flowing, transparent, virtual, viral, interactive, and so much more than anyone
could have ever imagined. In the past, content communicating was slow, costly
for ads, not sure it reached the intended markets, with no way to track any
follow-up. Today it can be an instant connection with a customer, it can be
low-cost to distribute, we can make it targeted or as general as needed, and if
we set up our controls ahead of time, we can measure and track the interaction
across the Internet providing crucial information on the customer's who, what,
In today's competitive arena,
content is an essential component to any successful Company's marketing
strategy, it is not just "talk," it is a way of life.
If you would like to learn
more about our services, please visit Luxury
Experience Company (www.L-E-Company.com) 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 to
© August 2013. Luxury
All rights reserved.