The “journalism serving marketing” was something completely new. No packaged message as was scornfully shouted at the time, but sincere stories about products and services. Content marketing had been discovered and was fully deployed by the big brands. As a creative you were welcomed and the clients hung on your every word. Now everything is different. The real storytellers have to make an effort to find a job. The fake storytellers have the highest word and try to show off expertise while barely getting a decent word on paper. From time to time the irritation will resurface. Anyone who reads my articles every week will not fail to notice.
Although it is quiet in the content marketing market, I receive messages every week that amaze. For example, there is now a tool that maps disadvantaged customers. These are people who are not recognized as a target group by the software you use. The software then examines the customer strategy to see if and how engagement with that customer can be improved. In other words, the software can ensure that engagement gaps are closed. To be honest, I get itchy when I read stories like this. (Source: emerce.nl) I am curious which content marketer is working with such a so-called value finder.
On entrepreneur.nl this week a nice story by media specialist Tonie Broekhuijsen: “Thumbs and stars have become meaningless digital disposable gestures. Since the introduction of the platform economy, with Booking.com, Bol.com, Amazon.com and TheFork.com (formerly Iens.nl), entrepreneurs are immediately assessed with an asterisk or a thumb, as in Julius’s Rome Caesar in the first century BC. As gladiators, the trembling entrepreneurs receive the verdict from the consumers: will they be thrown to the lions, or are they allowed another round? “We are inundated with emails asking for thumbs up. The irritation about this is now so great for many people that not a thumbs up or a thumbs down is quickly given. Let’s stop the flood of emails asking for pat on the back. It is now counterproductive.
There is another update of the annual B2B survey for content marketers. What are the benchmarks, budgets and trends? I read this on marketingfacts.nl. “What do the most successful content marketers do and who are the least successful? As discussed more often, you see an increase in the importance of owned reach (owned or own media). This is also reflected in this research. 73 percent cherish their subscribers, audiences or leads (only 38 percent of the least successful do this). 64 percent generate sales / revenue (only 41 percent of the least successful). 60 percent build a subscribed audience (only 25 percent of the least successful). The trend: More content marketers are recognizing the value of strengthening their relationship with their audience. Two years ago it was only 68 percent, but it has now risen to 81 percent. “The article from which I take this quote is interesting to read anyway. Ger Koot of Branded Entertainment provides an update on a number of interesting developments in our field.
A nice passage from an article by Marc Hijink on NRC.nl last Monday October 5: “Generation Z, according to the Kaspersky report, born between 1994 and 2001, grew up in an online world. One in three young people spends more than five hours a day on the internet and social media. This generation also values online friendships at least as much as “real” friends.
But once physical isolation strikes, technology falls short. Instead of sending each other more messages, young people prefer to talk to their pet or the houseplant. “This is a study on the theme” lonely in a connected world “that Kaspersky commissioned in April and May.
By the way, have you ever heard of “live shopping”? MediaMarkt is now introducing it to the Belgian market. After an Asian example. From 10 October, interactive sessions will take place on the MediaMarkt website every Saturday morning, where customers can discover ten products in a different theme each time. For example, the sessions start with the “ten favorite smartphones of MediaMarkt”, but there are also presentations on photography and self-care.
The sessions follow the model of “live shopping”, which is very popular in Asia: something that is somewhere in between teleshopping and vlogging.
Finally: what about your business model in the future. As it is now, or should it change tack. The latter is more likely than the former. I read a nice case in Ger Koot’s article to which I referred earlier in this column. When buying clothing from the Swedish brand Asket, you must sign a receipt stating what the actual (environmental) costs have been. This is done under the heading “Impact Receipt”. The Impact Receipt represents not only a transaction, but also an agreement when investing in ASKET goods. Know your impact. Buy less. Keep it longer. You can read more about “The Impact Receipt” here.