I was surprised to read this week that the Wall Street Journal was laying off editorial staff in addition to digital marketing people already let go earlier this year. If content is king it really makes no sense to lay off staff who can write that content and integrate it online. To attract visitors and increase your subscriber base, it’s essential to provide content that both informs, educates and keeps readers coming back for more. To cut staff is both throwing in the towel and making a strategic mistake at the same time.
Here we go again. All over the Internet online media like Fast Company and Business Insider are trying their best to convince executives that digital is essential to their organization when in reality this may not be the case. The idea that consumers need or want digital interaction/interruption from brands that they take for granted is a clear indication that a lot of brands believe digital marketing is the answer when they don’t understand the question(s).
In an article on the HBR blog Greg Satell said that “marketers need to act more like publishers” I would challenge this assertion because I believe that there is already way too much content online that consumers are becoming overwhelmed with it. I mean there will be people who like to go to a website on salad dressing to get new recipes, but are they going to go back to it again and again?
Funny TV ads appear to be more likable to consumers, but that does not necessarily make them more persuasive or effective, according to [download page] an Ace Metrix study released. Measuring humor against likability, there is a 0.31 correlation, indicating that the more consumers perceive an ad to be funny, the more they find it likeable. There is also a positive correlation with attention (0.30) and watchability (0.15). But, consumers see funny ads as less informative (-0.22 correlation), and are less likely to change (-0.07) or desire (-0.08) brands because of a funny ad. Considering that Edelman released a study saying that consumers demand to be entertained via TV spots this is further proof that every time they try and share research it has little to do with actually driving business.
Fresh ideas for improving your business probably won’t come from your senior managers – you’re already doing what they think. Instead, the best ideas are far more likely to come from your front-line people who interact with customers, make your products and deliver your services. Instead of suppressing those ideas, idea-driven organizations pick up on them and apply them.
Gallup says 62% of the more than 18,000 U.S. consumers it polled said social media had no influence on their buying decisions. Another 30% said it had some influence. U.S. companies spent $5.1 billion on social-media advertising in 2013. So if social media fails in conversion, what’s the business justification?
Well, it’s about time! According to the Wall Street Journal, “fans and follower counts are over, social media is not the powerful and persuasive marketing force many companies hoped they would be,” concludes Gallup Inc., which on Monday is releasing a report that examines the subject. Gallup says 62% of the more than 18,000 U.S. consumers it polled said social media had no influence on their buying decisions. Another 30% said it had some influence. U.S. companies spent $5.1 billion on social-media advertising in 2013, but Gallup says “consumers are highly adept at tuning out brand-related Facebook and Twitter content.” (Gallup’s survey was conducted via the Web and mail from December 2012 to January 2013. The survey has a margin of error of plus or minus 1 percentage point.)
Step away from the internet for a little while and look at your RSS feed count when you come back. How many stories do you have? 100? 200? Do you really have the time to read them all or do you just quickly scan the headlines? The promise of content marketing has been overblown by blowhards and experts who like to talk shit, but have no idea how overwhelmed we really are with information.