Are Brands Missing The Point Of Content Marketing?

Do you think companies with access to ‘big data’, healthy marketing budgets, and an established brand image are still spending money on guesses?

I do.

I also think they’re rinsing and repeating these guesses while insisting they have to be in the game, to win the game. This post isn’t about getting a marketing message out there, instead, it asks another question. In an effort to be everywhere at all times (print, digital, media, signage, etc.),  are companies pushing a brand story that may not connect with intended audiences as they expect?

What do you think?

The link here got me thinking. Are some brands just hanging on to a brand story that was handed down instead of developing or deepening its connection to the consumer, and seeking out the right people in the ways they want to be reached? I don’t think it’s an easy time to be a marketer because the hard stuff is the core of the brand, the stuff that doesn’t get sorted out as easily as running another ad.

I don’t think it’s an easy time to be a marketer because the hard stuff is the core of the brand, the stuff that doesn’t get sorted out as easily as just running another ad. It’s the topics that get passed up in the conference room because nobody seems to be able to have the conversation.

http://www.brandingstrategyinsider.com/2016/12/brands-are-missing-the-point-of-content-marketing.html#.WE6yIneZNUM

#branding #marketing

 

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Is there evidence of a device peak?

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Here’s an interesting book related post about digital books losing ground. What is interesting about it is the section discussing devices. Take a look:

http://bookmarketingbuzzblog.blogspot.com/2016/12/why-are-digital-books-losing-ground.html

Marketing an Experience…

These guys are on to something and they know it. Freschetta knows that consumers want to associate a product with a feeling, an experience. This picture is so gripping.

It’s what we expect from pizza, and it’s what we love about pizza.

Of course, they have to follow it all up the amazing feeling by rescinding it with a disclaimer. Yes, your pizza is made by a machine, never touched by a hand. The truth is out and there actually is none of that magic in their product.

But it doesn’t matter… it’s too late. The association has been made. I guess the jokes on the consumer, because putting this picture on the pizza box has the desired effect, even if they don’t make it that way at all.