Why does the mind of the marketer have to change?
The rise of the internet and social media changed the marketing/consumer landscape. Marketers used to control a linear process that involved selling and promoting to a captive audience. Now consumers control the process by demanding value, relationships and trust while utilizing tools to ignore, block and avoid sales pitches and promotions. Here are some of the studies, insights and resources that help demonstrate the need for marketers to change their thinking.
Studies and Research
The Relevancy Gap: Businesses Believe Marketing Communications Are Effective; Consumers Disagree
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96 Percent of Consumers Don't Trust Ads. - Inc. Magazine
Only 0.02% of all spam sent is globally opened - GetResponse
Thought Leadership
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"The fact is, the ability to benefit from SEO depends on a special set of circumstances, and increasingly SEO isn’t going to create a return."
- Mark Schaefer "If you have a smaller team with fewer resources, you simply can’t fight head-to-head with your larger competitors on all fronts. But you can win specific battles by focusing your agility on getting one thing better than them." - Emeric Ernoult
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"If your content doesn't inspire conversation, it's not worth publishing. Nobody wants to see the same "text, CTA, link" tweet with an image preview on their feed 24/7. Try mixing in emojis and GIPHs with your pictures and videos." - Hubspot
"Address the questions of your clients and prospects or someone else will.” - Marcus Sheridan
"Marketing is telling the world you're a rock star. Content marketing is showing the world you are one." - Robert Rose
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“Look at these content formats and find ways to get a competitive advantage from them. If all of your competitors are just doing blog posts and short-form and long-form articles, you might be able to win with a visual gallery.
You might be able to win with an interactive piece of content or a tool, or you might be able to win with complex information visualized. That’s a powerful thing.” Rand Fishkin |
Great Books for Sparketers
Marketing Rebellion
by Mark Schaefer |
They Ask, You Answer
by Marcus Sheridan |
Human-Centered Communication by Ethan Beute & Stephen Pacinelli
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Building a Storybrand
by Donald Miller |