The real marketers need to wake up

This writes Marketingfacts, which discusses the latest book by Steven van Belleghem. ‘How are you going to make the difference as a company/brand? The customer journey expert believes that customer expectations are skyrocketing and that companies can respond by responding to three important aspects: the ultimate convenience, partner in life (of the customer) and save the world. Van Belleghem: ‘If you as a company know how to respond intelligently to these three drivers, you have the chance to build a stronger relationship with your customers. In the future, brands will come to us! Platforms like TikTok or media platforms are going to play for shopping mall. Then completely different marketing criteria will come into play, we will get more entertainment and shared experiences. Think of TV show-like formats where you can buy stuff or virtual shopping centers where you can walk around with your friends. More and more people are online, so it is essential for marketers to respond to this development.’ (

This story made me chuckle, because it grabbed my heart. I’m glad I’m not the only one with this kind of experience. Fortunately, there are more colleagues who do not hide their irritation and make themselves heard. ‘Just up to here. That is my thought when I have received 22 webinar invitations in my inbox within 24 hours – good for a total of 99 hours of knowledge transfer. For a split personality, this offer may be manageable. However, I only have one head and two hands. Above all, I long to be able to play outside vaccinated and with a vaccination passport.’ Ruud Moors writes this on Customerfirst. A typical example of marketers who think they are alone in the world, and forget that communication requires more and more hygiene in order to be allowed to use that word again. If you really want attention, don’t fill mailboxes without carefully thinking about how to ask for attention.

Last days on Lexis Nexis I came across this story: How media monitoring helps generate ideas for content marketing. Four eggs of Columbus according to the author: ‘1. Celebrate – or refute – the news of the day. 2. Discover your next guest contributor. 3. Engage the competition. 4. Compare and contrast.’ I’m naturally curious about point 3: ‘Smart communication professionals keep an eye on the media coverage of their competitors. Not only is it helpful but it can also provide some great ideas for relevant topics to write about. For example, if your competition makes claims about their products or services that you believe are “incomplete”, hit back and write a blog or social post clarifying the matter. Use a title like “Let’s get the facts straight.” Of course you don’t have to use the name of your competitor, smarter readers will understand!’ Communication for beginners! You can also call such a thing snow white communication. In which you present yourself as the prince who kisses the reader awake.

I don’t know how you fare when you talk about content in your environment. Colleagues understand what you are talking about, but outsiders raise their eyebrows. That is why I do not want to withhold this piece of text from you. It comes from a story on marketingfacts: ‘The term content came over from the US and within the Dutch marketing and communication landscape translates to ‘content expressed through a medium’. There are various types of media that lend themselves well to producing and sharing content. Just think of that podcast by your favorite author, or a do-it-yourself video on YouTube. Bottom line, this is all content created with one goal: to spread information. But where do you start when you have decided to share and publish your knowledge?’

Last weekend, FD wrote about the power of content: Silicon valley under the spell of content creators: ‘It’s good to see that you might inspire others with our journalistic content. It is not a new phenomenon that individuals who post popular content can earn a lot of money. Instagram influencers have been making good money from sponsorship deals for years, as have popular YouTube vloggers. What is new is that the platforms now realize that content that is placed on the platforms by the users is worth something. In that light, a new feature that Twitter announced last week is interesting: users of the microblogging site can now activate Tip Jar. With this they link online payment options to their profile. Followers can then make a payment via a button on the content creator’s profile page. Read the full article on


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