While everyone keeps telling us that marketing has changed, the underlying tenets have not. Marketing has always been about telling stories. Stories that explain what a business has to offer and why a potential customer should care.
What has changed – dramatically – within the last few years the way we tell the stories and who gets to participate in the story telling.
People are no longer satisfied with blatant sales pitches. They don’t want to be “sold,” they want companies to provide useful, relevant and truthful information so they can make informed buying decisions.
Companies must come to terms with this new way of marketing. They need to rethink the blatant “used car salesman” style pitch and develop content that engages the audience, offering useful, relevant and even entertaining content – content that leaves a favorable impression on the viewer – and gets shared with others.
The interactive web (or Social Web as it is often called) allows people to interact with brands as never before. The audience becomes a part of the story as the comments made on Facebook, Twitter and other sites become a part of the conversation – a conversation that influences the buying decisions of other potential customers.
An arguably larger change has occurred in marketing channels. The past few years have seen an explosion of Social media platforms. There are now over 1 billion published web pages and it is estimated that by 2014 each of us can expect to receive more than 9,000 emails a year.
With all of the “noise,” getting the attention of target audiences has gotten more and more difficult. At The Word Pro, we work to cut through the noise to find the channels that work for our clients, and then develop the content that gets the attention of the target markets.
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