Digital content environments are known for short attention spans, and difficulty introducing advertising for unknown brands and products because the user has so much control, to the point of blocking banners. “Magazines don’t have the issue of ad avoidance… People happily read ads alongside content in magazines, and are equally likely to remember ads and editorial.”
It is easy to let your eye stray from the ball that is the customer-relationship. So it was amusing to read about new research conducted by McKinsey, the famous consulting firm, demonstrating the value of emails as a marketing tool. The conclusion is that email is 40 times more valuable than social media!
How many times have you talked with a prospect when they voiced an objection and wouldn’t agree with your answer even though you answered with evidence that was logically irrefutable? Now, maybe, we know why.
It might need to be said that media companies too need to be built on teamwork because when it comes to advertising sales, advertisers tend to be like sheep. The more one sales person is successful, another will find it easier to win business because other advertisers will follow.
In the marketing world of 2013, creative that works in one medium may not reach enough of the target audience effectively. With shorter attention-spans, and so many attention-demanding media, achieving engagement with the creative is tougher than ever.
Clients are finding that an industrialized – assembly line – approach may make more creative but not more effectiveness. Just like more movies from a studio doesn’t mean more movies that are successful, there is a limited about of great creative talent to make great advertising.
Publishers can help by executing creative because they know what works in their market better than anyone.
As a publisher, should you be selling a “content marketing” service? Yes you should. Despite the fact that content marketing will ebb like so many other tides, it has its place, and we publishers must be nimble enough to profit from a fad. But you should not be dropping your emphasis on your core service.
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