Aired January 6, 2016
Implementation of content marketing must focus on content that is relevant and engaging for the consumer.
“Content marketing first and foremost consists of creating content that people actually want to read. The most important thing to understand is that your content marketing has to be interesting and useful to the audience, otherwise you won’t get the lift that you are really looking for which is that they share it with other people.”- Chris Yeh, VP Marketing at PBworks
More and more companies are starting to use social media to market because it allows marketers to target tribes of consumers.
“As social media develops, people have become more and more interested in hearing their own views repeated, talking to like-minded individuals. – Thorin McGee, Editor-in-Chief/Content Direct at Target Marketing, NAPCO Media
As consumers continue to engage with brands through more and more touchpoints, it’s important to integrate different departments to enhance the customer experience.
“The next evolution of the marketing cloud has to be the customer experience cloud, where sales, service, and marketing are all using those big integrated systems to do something more than the sum of their parts.”- Omar Akhtar, Managing Editor at Altimeter Group
Brands need to focus on quality of time spent with consumers rather than quantity.
“A lot of advertisers have this perception that it’s about making the consumer engaged with the brand for as much time as possible, and we realized that that’s not exactly the best model to look at engagement with mobile… It’s about looking at the fact that the consumer cared and responded to the thing you spent time to put in front of them.” – Brian Wong, CEO of Kiip
This week on “Marketing Matters”, Executive Director Catharine Hays was joined by four guests – Chris Yeh, VP Marketing at PBworks, Thorin McGee, Editor-in-Chief/Content Direct at Target Marketing, NAPCO Media, Omar Akhtar, Managing Editor at Altimeter Group, and Global CEO of Y&R David Sable, Brian Wong, CEO of Kiip – to talk about important trends in marketing in 2015 as well as trends to look for in the year ahead.
In summarizing the major trends from 2015, Chris Yeh, VP Marketing at PBworks, recaps with, “We live in a world where we have to stop thinking about advertising as a set of discrete channels and start thinking about advertising as this continuous part of an overall media landscape.” This is especially true given that at any given moment, people can be on different digital devices with access a plethora of news and social media platforms. “In an environment where there is really just so much information coming in, the distinction between advertising and content really starts to go away.”
Chris explains that content marketing has become a powerful tool in the digital age where consumers have limited time because “you can no longer effectively use money to buy [the consumer’s] attention… what you have to
now do is to figure out the best way to earn attention and to use media to help jumpstart that process.” With regards to the implementation of content marketing, Chris stresses the notion of “content first, marketing second.”
Thorin McGee, Editor-in-Chief/Content Direct at Target Marketing, notes that one of the biggest trends in 2015 was the growth of social media advertising because it allowed marketers to micro-target segments of customers and find tribes within the target audience. He explains that social media aids in developing tribes because “social media is inherently built on that inherent social interaction… Marketing through those channels can take advantage of that”
Moreover, McGee noted that companies are starting to use multiple personas, on average five, to market to different segments of consumers. Looking into the year ahead, McGee says that he expects marketing budgets to increase and expect companies to invest more in acquisition marketing to focus on growth strategies.
Omar Akhtar, Managing Editor at Altimeter Group, emphasizes the importance of customer experience as marketers look to the year ahead. He says, “It’s not enough to just have a digital department in your company; you really have to start thinking, kind of old school, about what makes a great experience for a customer… and digital is only just a conduit to that. You have to think about creating holistic great experiences past the point of purchase.”
While several leading technologies offer software to help marketers manage emails, websites, and social media through one coherent platform, Akhtar suggest corporations think about integration of marketing with other departments within the company as customers continue engage with brands through more and more touchpoints, not just the marketing side. He adds that “the technology is not the hardest part.” Rather it is more difficult to integrate all departments in the customer experience process.
Brian Wong, CEO of Kiip says that he founded Kiip in order to allow brands to connect with consumers during “moments of achievement.” He adds that “scarcity actually brings more value for every message you bring to that consumer.”
Brian says that marketers should think of themselves as part of the service industry as their job is to “bring products and services from that brand to people when they need it.” When marketing to the connected generation, his advice to marketer is to “be able to just accommodate what their existing patterns and behaviors already are rather than making them do new things.”
Rachel Yuqian Li
WFoA Program Assistant
University of Pennsylvania, Class of 2016