Post by account_disabled on Dec 19, 2023 2:58:40 GMT -5
Hoping for natural virality (while we are self-centered) and that in the lot there will be a few people who will be interested and who will contact the company to purchase or learn more. The result ? very simple. We have it every year in the excellent annual report of the CMI (Content Marketing Institute). They do things well since there is a BtoB edition and a BtoC edition. In the latest annual reports, only 31% of B2B marketers (34% in B2C) consider their content marketing to be extremely or very effective. We note that a further 13% of B2C marketers (19% in B2B) do not measure the performance of their content.
On a global market of around 50 billion Email Data dollars annually, 13% and 19%, this is starting to weigh heavily. We would exceed $15 billion spent without any measurement tool. Wow! It is obvious that a company has objectives and that it must sell its products, but to do this, it is more relevant and more effective to go to the people we want to reach (by addressing their problems). ) rather than trying to make them come to you. BtoC example of supply-centric strategy A few months ago, I met the Director of Communications in France for a large pharmaceutical group.
At the time, this group had messages to convey to the general public about the fight against tobacco. Problem is, despite its size, notoriety and power, no one read the content published by the group on this subject. The stats actually showed 0 readers. Here is a summary table which illustrates the gap between the vision of the industrialist and the problems of Internet users: To which my interlocutor replies that she has message objectives to convey. That's true, but I think the easiest way to do it is to seek out Internet users by answering the questions they ask. We can thus reach a larger audience.
On a global market of around 50 billion Email Data dollars annually, 13% and 19%, this is starting to weigh heavily. We would exceed $15 billion spent without any measurement tool. Wow! It is obvious that a company has objectives and that it must sell its products, but to do this, it is more relevant and more effective to go to the people we want to reach (by addressing their problems). ) rather than trying to make them come to you. BtoC example of supply-centric strategy A few months ago, I met the Director of Communications in France for a large pharmaceutical group.
At the time, this group had messages to convey to the general public about the fight against tobacco. Problem is, despite its size, notoriety and power, no one read the content published by the group on this subject. The stats actually showed 0 readers. Here is a summary table which illustrates the gap between the vision of the industrialist and the problems of Internet users: To which my interlocutor replies that she has message objectives to convey. That's true, but I think the easiest way to do it is to seek out Internet users by answering the questions they ask. We can thus reach a larger audience.