The world is changing. It’s nothing new. Every generation tells how things used to be different and better when they were growing up. However, the current speed and scale of change in the way people create, consume and share information, is unprecedented. For example, did you know that every day around the world 500 million tweets are posted and 1.8 billion photos are uploaded and shared?
With so much information at our fingertips, consumers are in the driver’s seat more than ever before. Today, 70% of decisions are made before a buyer even reaches the sale. But when it comes to content, we only choose what matters. We like, share, and follow the blogs, Twitter feeds, and newsletters that really matter to us.
This makes things a lot harder for marketers.
In today’s social, mobile, and global world, reaching and engaging audiences have become harder than ever before. Online marketers are now tasked with connecting, engaging, and influencing millions of individual people – wherever they are, at the exact moment they need something. Content without context is no longer relevant and most often overlooked.
If your content doesn’t apply to your audience and the way they view themselves, they’re not going to bother reading or sharing. Your content marketing platform should be able to provide insights to your team about the users who are sharing and talking about your content. If not, you need to comb through your social channels manually, identifying influencers and noting the types of content they are sharing. You should be practicing this with your competitor’s influencers as well.
So, the opportunity lies in recognizing that behind every tweet, share visit and purchase, is a person. Focus less on the message and more on people – and not just that, but the right people. To succeed, advertisers and online merchants need to deliver relevant content that evolves with each individual across their buying journey. This requires having a clear picture of exactly what they’re trying to reach, what content will resonate with them, and how it impacts their decision-making process. If you can reach the right people, then everything from pricing to promotion becomes easier to optimize.
As Craig Davis, former Chief Creative Officer at JWT said: “We need to stop interrupting what people are interested in, and be what people are interested in.”
Some food for thought on a cold winter’s day.
Daniel Gross – CEO