I received a sobering yet enlightening Facebook message from my aunt two weeks ago. After getting over my shock that she even knew how to use Facebook Messenger (she is not a technophile), I read her message:
Aunt: Guess what I got today? Me: What? Aunt: The iPhone 5 [cue jaw dropping]
I was reading this on my iPhone 3Gs, yet I’m the one who works at a global post-advertising agency. That’s when I knew it: Mobile has reached significant penetration and can’t be ignored by brands.
Content marketing is all the rage, and brands of all shapes and sizes are focusing more time, effort and budget dollars on creating entertaining, useful and relevant content that audiences will want to share. Some brands, however, still stand at the water’s edge, not so sure an always-on commitment to social media and content creation is right for them.
Even the most successful marketing efforts have their detractors and doubters, who hold tight to the traditional methods: interruption and overexposure of their brands. They cling to the past and continue to invest in telemarketing, direct mail and pricey television spots and billboards. Even the London Olympics, which were praised as the most tech-savvy and social-media-supported games ever, were heavily supplemented (or, rather, dominated) by traditional advertising.
While those methods have their place, it’s about time we set the record straight and started to challenge those who insist that content marketing isn’t yet an established brand communication strategy.
Here are some of the reasons brands are abstaining from content and why they’re on the wrong side of history.