C-to-C Is Winning, But B-to-B and B-to-C Marketers Can Play, Too
Most of the content marketers see is from other consumers — whether it’s shared or original — rather than straight from marketers, says Mathew Sweezey, a principal of marketing insights with San Francisco-based CRM software provider Salesforce. “Nobody Cares About Your Newsletter: 4 Ways to Break Though the Digital Noise With Mobile Marketing” was actually a bait-and-switch session title, admitted Sweezey at the end of his Tuesday afternoon session during Integrated Marketing Week 2015. But the point is made — marketers need to realize how people are hearing about their companies and address those realities, he said at the Direct Marketing Association-hosted conference held at the Millennium Broadway Hotel in New York.
For instance, this video with millions of views didn’t come from a marketing campaign, he says as he flips to Slide 13:
Perhaps consumers saw this video on Facebook, which he forced attendees to admit they visit during work hours for escapism. Help consumers fulfill their purpose and content may get viewed, Sweezey says. For instance, one B-to-B marketing video with nearly 3 million views comes up under the search term “Caterpillar Jenga video.” Drivers use industrial equipment to play a large-scale version of the game here:
Target Marketing asked Mike Uehlein, a DMA spokesman, about the idea after the session and he agreed with Sweezey.
“Smart marketers will always find a way to develop relevant content for their target audiences,” Uehlein says. “Yelp is just one example of this. When looking for a restaurant, I’m not looking for the average user’s reviews, but I look at the users labeled as ‘Elite.’ To me, these users are verified through their participation in the Elite program, which I know from personal experience is cultivated by Yelp’s city coordinators. This is just one example of how markers will develop relevant, verified content for consumers.”
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