Author Kurt Schauer
Direct mailings and email newsletters have long been established as tried and tested, reliable response channels. The following workshop report shows how the synergies between dialogue and online marketing can be used effectively and how customers can be offered a seamless brand experience through targeted content.
You know the problem: Potential customers are increasingly difficult to reach these days and are increasingly reluctant to receive advertising. Too many stimuli, too many promises – the result is an “inflation of advertising acceptance”. But which advertising channel is the right one in this overcrowded market?
Advertising used to be simple:
You defined the target group, chose the right channel, sent the right message and repeated it like a mantra - BAM! The advertising was successful and the product was bought. But that no longer works today. Potential customers now have to be reached with the same message at many different contact points - and multiple times. This is where clever, networked solutions are needed.
A look at the recent history of marketing shows a clear development from push to pull marketing. In the early years, especially in the 1950s, advertising was characterized by "above-the-line" strategies (push marketing) that relied on traditional media such as radio, television and print. At that time, demand for products was enormous and advertising focused on pure product presentation.
In the 1970s, market segmentation began: companies tried to meet individual needs. The 1980s emphasized the unique selling proposition (USP), and in the 1990s, advertising increasingly focused on social and technological change.
The beginning of the 21st century saw a change: "Above-the-line" communication was replaced by information-oriented "below-the-line" marketing. The Internet and globalization changed the advertising world, and interactive communication channels such as emails and performance marketing came to the fore. SEO, Google AdWords and email marketing dominated the scene, followed by social networks and Web 2.0 from 2010 onwards.
Today, the focus is on new, useful and entertaining content that puts added value for the customer at the center. Online marketing, content marketing and viral strategies reflect the social change - from pure consumption to a value-oriented lifestyle that moves from "having" to "being".
What to do?
Due to the complexity of marketing, many managers tend to use their advertising budget indiscriminately - often with unclearly measurable success. But why not abandon this principle and instead invest specifically in measurable results?
The solution lies in Content marketing. Anyone who publishes content themselves can encourage interaction and dialogue with the target group. Content marketing informs, advises and entertains through meaningful content that speaks directly to the target group. It is essential that the content is linked to the company and brand values. In this way, companies become storytellers and brands become meaningful content.
There are five dimensions that play a role:
- value: The content must have an individual character.
- depth: The content must convey meaning and added value.
- Orientation: It should provide clear direction and perspective.
- collectivity: The content must be placed in a larger context of tradition, responsibility and relationships.
- transcendence: The content should have symbolic meaning that goes beyond the everyday.
How do you do it?
In order to publish interesting content, companies should rely on their own expertise and authenticity. Meaningful goals help to maintain focus and develop a suitable strategy. Content is then collected and defined in a topic plan - always in line with the company and brand values. To select the right communication channels and implement the content, it is advisable to draw on the experience and know-how of an advertising agency. In order to reach the target groups, the content must be easy to find and search engine optimized. After publication, the reactions are analyzed and transferred to the next step of the strategy.
What do you do if there is apparently no content? Or if the benefits of content marketing in the B2B sector are questioned? There are solutions here too: Experience reports, project descriptions, user reports and case studies can often be used to convey knowledge and experience. Customers - even in the B2B sector - love stories from existing customers. A mixture of storytelling and expert knowledge, combined with technological know-how and innovation, can be crucial here.
Ultimately, customers are less interested in the products and services themselves and more interested in the benefits they get from them. It's not about persuading customers, but about convincing them. The key to modern brand management lies in the connection between product features and customer needs and in aligning the brand message with customer values. The formula for success is simple: Content creates relationships, relationships build trust, and trust increases sales.
Dialogue and online marketing as a fluid brand experience
In dialogue and online marketing, direct mailings and email newsletters offer few better options for making response and interaction measurable and usable. Let's remember: through content marketing, brands become content and companies become storytellers.
The crucial question is: Can the user be addressed at the right time via the right channel? And how can a consistent brand experience be created? The answer is simple: by targeted clustering and qualifying customers. Who needs which product or service and when? An individual approach is then developed based on personal characteristics or previous behavior - using existing data (from CRM or ERP systems) or purchased data. It is crucial to communicate on multiple channels in a coordinated manner in terms of content and timing. But be careful: excessive use of data can quickly lead to the loss of customers. It is advisable to set clear goals, derive milestones from them and form targeted clusters. To ensure the success of a campaign, performance should be measured and optimized regularly.
Here are the most important points summarized again:
- The brand experience must be consistent across all channels.
- The benefit for the customer is the main focus.
- Content creates relationships, relationships build trust, and trust increases sales.
- Customers are less interested in products and services – they are more interested in the added value they get from them.
Instead of relying on push communication or the difficult-to-measure scattergun approach, content marketing can be used to achieve advertising success in a budget-friendly and risk-free manner. A clever strategy can be used to target potential customers. However, this requires skill, courage, hard work and perseverance. As R. Rose, Content Marketing Institute, aptly put it:
“Traditional marketing is about telling the world you’re a rock star. Content marketing is about showing the world.” (Source: THOUGHT GAMES by Dominik Ruisinger )
Any questions?
Hubertus von Kolkow
Head of Brand Consulting/Strategy
