Buyers are attracted to companies that provide value to them. Why is it then that these same companies keep on applying old school telco marketing tactics as if it where 1983?
Case Study from Major Telco in Belgium (spoiler alert: this is a rant)
A couple of days I received a call from a major telco in Belgium.
It couldn’t be more typical. In the middle of dinner, a phone call. Should I take it, should I not? What the heck, I’ll take it.
A split second after I answered the call I already regretted doing that.
The debate about outbound marketing being “interruption” marketing, and inbound marketing about “deserving the attention of buyers” is actually a flawed argumentation.
The question is about how you successfully go about in combining inbound and outbound marketing.
It is true that traditional advertising is less effective.
People today like to skip TV commercials when they can. They are blind for online banners (on average 0,2% click on banners). They sign-out for telephone calls (2 out of 3 people in USA are on do-not-call list). And they opt-out of commercial email, with Google Gmail helping them with easy opt-out buttons.
But when you combine the inbound philosophy with the power of outbound, both re-enforce each other. Combining inbound and outbound marketing works when you:
- Using advertising to create awareness, with messages they care about.
- Paid content promotion about content they want to read.
- Send emails that are relevant to them
- Use outbound call center calls that are timed and relevant to them as respond to a pre-qualified need.
Buyers today have become more digitally empowered than ever.
It’s changing their buying behavior, which provides new challenges to those aspiring a digital marketing organization.
In this blog post I’ll cover:
- the overarching reasons why marketing must change to keep up with changing buyer behavior
- how certain marketers are trying to trick the system, without any chance to success
- why marketers are loosing ground against the digital adoption speed of buyers
- what roadblocks you need to overcome to become a digital marketing organization
And at the end of the post, I’ll cover
- 19 specific changes you can make in terms of organization, technology and tools, so you can become a digital marketing organization.
Before you go all mellow and zap away, bare with me for a second. Just listen to me for a while, and you’ll begin to see a much bigger trend currently happening in marketing. Using a few brilliant examples I’ll explain the bigger trend behind visual storytelling, and how it should transcend to become part of everything you do in your marketing.
What follows is a true story, but don’t tell me I didn’t warn you: I am not the best storyteller.
So here goes nothing… Read more
The goal of any marketing initiative is to reach your business objectives. These business objectives can be very divers. You might want to create awareness around a new product, get more market share or sell more of an existing product in existing markets or new markets.
In practice you’ll create strategy elements and tactical elements that align with each of these different business objectives.
In the world of content marketing, that means developing content programs specifically aimed at each of these business objectives.
But once you get multiple content programs, or when your content programs become larger, it becomes complicated and difficult to keep you focused on the goal of a particular program. Read more
The problem with marketers is that they are so passionate about what they do. Each time something new pops-up, they want to know.
Often “over-hyped”, and in a sense too young to go mainstream, we try these new “must-haves”.
As is the case with Native Advertising.
The first timid attempts tend to fail, as in the famous example of The Atlantic.
The 157-year old newspaper published an article in which they clearly supported the Scientology Church. Although the article was clearly marked as “sponsor content”, they received a lot of bad reactions, and had to retract the article and publish an apology to their readers.
But of course, we learn from this. In my previous blog post about Native Advertising I explored what Native Advertising exactly is, and how you should apply it.
This blog post is about:
• What kind of content you need when going for Native Advertising?
• How does the future of Native Advertising look like? Read more