In the 20th century, nearly every marketing problem had one solution— the 30 second TV ad. If you had a product to sell, you could reach everybody you needed to with a powerful, highly polished message in a very short period of time.
Yet marketing in the digital age is different. Building awareness is no longer sufficient. In fact, it may even benefit your competitors more than it does your brand because once consumers react to your message, they will be retargeted using digital methods.
So the basic function of marketing promotion has changed. It is no longer enough to simply grab attention, you need to be able to hold attention and that’ s where social strategy comes in. The age of catchy slogans and massive ad campaigns is over. Brands in the 21st century need to become more like publishers and strategy needs to follow from that.
Clarifying The Mission
Content strategy has become a popular specialty in marketing lately. The problem is that very few content strategists actually know what they’ re talking about. They tend to approach content as if it was just a longer version of an ad and therefore double the usual amount of psychobabble about the“ consumer mindset.”
In truth, a publisher’ s first loyalty is not to the consumer, but to the editorial mission. That doesn’ t mean you should ignore consumers, trends or anything else that’ s going on. What it does mean is that great publications stand for something.
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