Internet Marketing
Author: Web Perseverance, Inc.
A fresh new year begins with people taking stock of their previous year. They evaluate the best and they evaluate the worst. They observe what worked and what didn’t. Then, they plan a likely course for greater success and hope to realize their goals during the coming year. In this respect, marketing is no different.
When marketing experts at AdAge determined trends for 2015, they presented a startling revelation. Each point they touch on opens a perspective that re-delivers humanity and a sense of wholeness back into our highly technological, digital, fragmented, data driven lives. For quite a few years, data or information was king, driving the internet and people’s search for facts. However, what proved most successful in 2014 was not data. It was a shift toward emotional response and integrated approaches that stayed in touch with the customer’s journey. You see, the pendulum always swings, seeking some measure of balance.
Even B-to-B marketing comes down to individuals, not anonymous computerized, corporate entities. We all relate in similar human ways. Yet, we live in an age of data overload. Gyro executive as quoted by AdAge says, “In a world made numb by digital noise, the only way to connect with business decision-makers is to engage with them on an emotional level.”
How do we do that? Here are some ways:
- Less data and more emotions. To become more humanly relevant, emotions come back into play. Yes, data and information are still building blocks, but messages that convey emotion make people feel vital. In a sea of data, emotion grabs attention and makes that piece of data important.
- Storytelling. People love a good story. GE told a story through a child’s imagination to relate what a little girl’s mother does at GE. GE also partnered with “The Tonight Show” for “Fallonventions” , featuring child inventors with creations like the EZ Moo Milk Dispenser, which makes milk easier to pour. Children’s creativity is an essential part of our humanity.
Other effective shifts in marketing involve creating B-to-B ads that reach executives on a consumer, individual level, in ways that touch on the user’s experience. Make marketing content shareable by reducing complicated topics to videos or marketing pieces that educate and appeal to human interest. This marketing approach also moves the content mainstream. Once mainstream, it flows into consumer channels.
Lastly, we need a holistic approach, combing talents at various company levels, and connecting technologies such as data management and predictive analytics. At the foundation of the holistic approach lies the goal of helping companies grasp a more meaningful understanding of its customers.
At Web Perseverance , we’ll help you put the life, the creativity — the best of what man shares with his fellow man — back into marketing.