Marketing Truisms

truism-04-beda-achermannThere are those that would have you believe that marketing has changed dramatically and for some products that may be true, but don’t believe the social media experts and agencies that would have you believe that you need their help to get it right.  Here is a list of marketing truisms based on reality, not a sales pitch…

1ne: JONATHAN CROSSFIELD said, “there are many agencies, consultants, and “experts” living off the perception that social media marketing is a complex science, beyond the ken of mere mortals. Their social media content strategies are driven by as many graphs, metrics, and loosely defined abstract concepts as the client is willing to pay for. It’s a sleight of hand that creates a lack of genuine accountability.” Spot on.

denial

2wo: Your tweet will only appear in timelines for the most fleeting of moments, before it is pushed down into obscurity by the flood of blog links, sunset photos and trending hashtag banter.  No one’s going to pay a moment’s extra attention to your tweet just because it took 45 days and a cast of thousands to produce.

3hree: Newspapers are the most preferred method for getting ad inserts and fliers, according to a May 2014 study by Frank N. Magid Associates for the Newspaper Association of America (NAA), 39% of US adult internet users favored newspapers for receiving ad inserts and fliers, compared with just 21% who preferred the web and 27% who wanted them sent via mail.  Digital still has its uses but never discount the women who like the Sunday FSI’s.

4our:  Only 43 percent of smartphone users clicked on a mobile advertisement in the month leading up to the polling, while only 37 percent of those with tablets said the same.

you're kidding me!!

5ive: Content marketing has almost run its course. How does anyone have the time to read or even scan even a small portion of the content created on a daily basis?  The truth is, people are going to skim and scan all the lovely content you’ve written, looking for something (a keyword, a header perhaps?) that catches their attention or matches the reason they’re visiting your website in the first place

6ix: Web users spend 80% of their time looking at information above the page fold (meaning, the part of the webpage that’s visible when users first land there). Although users do scroll, they allocate only 20% of their attention below the fold. Users spend 69% of their time looking at the left half of the webpage and 30% viewing the right half.  So why are you writing so much content?

7even: Hart Research Associates found that 41% of consumers are worried about the amount they pay for necessities like food and gasoline. In addition, this same survey reported that 72% of American consumers believe the economic decline still has a way to go before hitting rock bottom.

More results from the survey show:
• 72% of shoppers are using coupons they receive in the mail, newspapers or magazines
• 62% are reducing the amount of premium coffee and food products they purchase and substituting these with less expensive items
• 44% of consumers are buying more from bulk food stores
• 36% are using special offers found online