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The HBR post notes “Nine out of ten organizations are now marketing with content – that is, going beyond the traditional sales pitches and instead enhancing brands by publishing (or passing along) relevant information, ideas, and entertainment that customers will value.
That’s quite a shift in what is, by the standards of media and marketing, a very, very short time. And in the end, isn’t having a dialog with your customers what business, and brands, are supposed to be about? We’re still early in the shift to conversational marketing, and not all brands are excellent at it. Sure, there are as many examples of flat footed or poorly thought-out executions as there are screaming successes, but again, we’re just getting started. I love that there is this whole other spectrum of advertising because it gives companies much more scope to do something amazing no matter what size their budget. I think that content marketing is the best way to promote something right now and specially if you know how to tell a story, it could end up viral as well.
Right now it’s really good if you can afford to pay some extra $$$ to get some mentions over the place and get a good story. John Battelle, 45, is an entrepreneur, journalist, professor, and author who has founded or co-founded scores of online, conference, magazine, and other media businesses. Technology’s increasing sophistication – coupled with the rising amount of time people spend on the Internet and social media networks – continues to drive robust efforts in the field of digital marketing. The question has been drawing the attention of thought-leaders and entrepreneurs across industries. Digital marketer Jeff Dachis, who co-founded the company Razorfish, told Forbes in January 2013 that marketing efforts should focus more on brand building instead of just driving commerce. With rising ownership of smartphones and tablet computers, mobile is set to play a huge role in the future of digital marketing.
In essence, AR involves the addition of digital information into an individual’s physical environment.
Another mobile-driven development that is positioned to benefit digital marketing campaigns is the introduction of responsive web design (RWD). Responsive web design automatically adapts to a device’s screen size, orientation and platform, removing the need to create separate sites for traditional web and mobile sites.
With major players such as Walmart and Facebook investing more heavily in mobile commerce and advertising, the future of digital marketing seems bright.
With the digital age and constant growth of technology, marketers must read up on the latest trends and ways to increase business. Content marketing has been around for some time now and with the ever changing business landscape it is important to look back at our past to move intelligently into the future. Account Address: your profile page address where you will have your own custom widget, map and general information about your business.
The purpose of developing a marketing strategy is to focus on target markets that present the best opportunities.


The most effective marketing strategies promote the things that differentiate a company from the competition.
Once you’ve identified one or more competitive advantages the next step is to identify those who will be the most interested in them. Once you’ve identified your competitive advantage and those who will be interested in the benefits it can provide the next step is to define how to tell them about it. Knowing your competitive advantage, your target market and developing an effective way to communicate your offering will not bring the desired results if you don’t determine the best way to reach your audience. Know your competitive advantage, define your target market, create your message and deliver your message the right way and you will have an effective marketing strategy. Get the latest tips and best practices for running your auto repair shop or tire shop with our monthly newsletter. Back in 2007 (!) I wrote a post that pointed to early examples of content marketing in a social and digital context, and offered a framework for why this nascent movement made sense. But even the most traditional brands are now deeply engaged in figuring out how to be part of conversations that matter to them.
Brands are finding their voice, and we, their audiences, will determine the value they add by our response to what they have to say. I have seen some fantastic videos which have clearly not cost a small fortune, but still promoted a brand.
An April 2013 report from management consulting firm McKinsey & Company concluded that the constant availability of technology and information has led digital marketing to the brink of a challenging period.
As Dachis told the magazine, social sites are brimming with various measures, such as the tweet, re-tweet, thumbs up, like, tip and check-in. Globally, spending on mobile advertising should top $23 billion by 2016, eMarketer has reported.
For example, augmented reality (AR) is attracting increasing interest with Google’s development of its wearable technology, Google Glass.
Of particular note to marketers, this information could include hotel locations, prices of items in nearby stores and an assortment of other commerce-related details targeted at specific users based on factors such as their location, shopping history and online preferences.
Simply stated, RWD allows businesses and organizations to design one website that works smoothly across all platforms, from smartphones to personal computers. With the amount of blogs posted daily on marketing, how can new marketers know which articles to read and which ones to skip? The above infographic by content crossroads tells a brief history of content marketing past, present, and future. Marketing without a defined strategy may be effective but focused marketing will always bring the best results. The offering and target market should be as specific as possible without limiting the effectiveness of the strategy. It’s important to remember that Millennials want to be connected to a brand and participate with them.


If you’re just entering the workforce or new to marketing, these marketing leaders share where they go to for resources on all things marketing and some of their favorite articles. We can use information like this to correct the mistakes of the past and prepare for new challenges in the future.
Target markets that will be most responsive to your unique service and product offerings will achieve the best results for you and your customer.
Mapping your competitive advantage to prospective customers will maximize the impact of your marketing efforts.
The message itself should draw attention and highlight your competitive advantage in such a way as to pique the interest of your target market. Content marketing has birthed native advertising, which has given new life to independent publications like Quartz and Vox.
Just this week, Chipotle launched its game “Friend or Faux”, a mobile and desktop computer game, that compares its ingredients to its competitors. Many brands have gotten this concept right by recognizing the stage of life and age of Millennials and found ways to get into their circle. New technologies, a global economy, and interconnected social networks are all driving the future of content marketing. If there is a product or service that you offer but your competitors don’t, you have a unique advantage. Knowing the shopping methods your target audience uses is critical to delivering your message.
The benefit of the marketing strategy must justify the anticipated costs in order to be worthwhile. And it’s become the lifeblood of massive platforms like Twitter, Facebook, Tumblr, and LinkedIn. This gives customers a fun way to explore the ingredient list that make up any fast food company. Uber, Netflix, Chipotle and TOMS are a few among the list and although it may seem like Millennials only want to be lazy and chow on their favorite burrito bowl, they actually connect to these brands because of things like convenience, healthy lifestyles and authentic causes. Brands might hear criticisms that are valid, and have the chance, through conversations with customers, to address those critiques. Not to mention, users who complete the “Friend or Faux” ingredient comparison experience will receive a buy-one-get-one coupon and be entered in the larger national sweepstakes. Look at your business models and see how they relate to the past, present, and future of content marketing.
Customers have the chance to give their input on new versions of products, ask questions, learn more – in other words, have a dialog.



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