Sure, the days of Mad Men are long gone, marketers are no longer creating clever content and sending it out into the world, hoping that something will resonate with the customer.
The age of search engine optimization has done much to change that; enterprises now leverage data and analytics to place the right content in front of the right people at the right time in order to get a desired result -- be it brand awareness, engagement or ultimately, a purchase.
How’s that working? If you’re online experiences are anything like mine, there’s room for improvement and that’s putting it mildly. But it’s worth noting that the only thing that bad marketing seems to cost the consumer is the effort needed to ignore something.
For brands it’s an entirely different story. It’s lost opportunity and sales, and that may very well be because even though they might be putting the right product in front of you, they’re telling the wrong story.
Right Product, Wrong Pitch
Take, for example, the case of automobile brands and dealerships that somehow knew that I was thinking about getting a new car last fall. I wanted heated seats, a heated steering wheel, built-in GPS, great rear and side window visibility, and for it to do well in the snow. The content that was served up to me on the web and on my iPad when I was doing something other than looking for cars, was all about automobile performance and speed -- things I could not care less about unless they’re subpar.
I wasn’t served a single ad that reflected what I wanted.
The car that I eventually bought was both high performance and had all of the features I was looking for. Other brands probably offered similar features, but I don’t know about them because I wasn’t shown the right marketing messages.
Had the right content been served to me, if it even existed, I might have made a different choice.
Creating the Right Content Is as Important as Placing It
Effective content marketing is not just about getting the right content to the right customer on the right channel at the right time -- it’s about the content itself.
BrightEdge gets that.