The latest study published by the WCC together with MarketingProfs informs us that this year companies are going to increase their budget for content marketing; For its part, the data offered by ExactTarget highlight the fact that consumers do not demand that type of content focused on brands, so what do we do?
According to ExactTarget, when users were asked where brands should target their resources and how they could focus on their marketing strategy to promote loyalty, only 6% indicated that brand content was the most appropriate to engage their audience . In contrast, more than double (14%) indicated that they wanted to receive content related to the product.
Based on this study, 33% of customers highlight e-mail, As a means of communication to customer loyalty; While only 26% of the marketers would bet on him. In second place for brands is product content, a topic on which 25% of marketers bet, compared to 14% of customers. On the other hand, they do agree when evaluating web content (24%). For its part, Facebook appears in third place in order of importance for customers (22%), while for brands is in sixth position, although with a similar percentage of representation (21%).
At this point, where should brands direct their efforts, if they want to reach their target audience? What do customers really demand?
According to Jeff Rohrs, Vice President of Education and Research at ExactTarget, What customers are asking for is content that helps them, that serves them useful.
In the study, users indicate that they prefer the content transmitted through the mail, the web or Facebook because they consider it the most suitable channels to contact directly with the company, where the interaction is favored, facilitating that they can offer more direct information and Useful for solving your doubts.
Brands should focus their strategy on bringing value, that their content is really useful for their target audience:
First, by setting a clear goal, defining how they will help. From there, you can develop an effective strategy. In the study, users indicate that they prefer the content transmitted through the mail, the web or Facebook because they consider it the most suitable channels to contact directly with the company, where the interaction is favored, facilitating that they can offer more direct information and Useful for solving your doubts.
Choosing the channels where they will act. Studying especially where your audience is. The ExacTarget study also shows that only half of consumers own a smartphone.
Showing an attitude of rapprochement. Speaking in your own language, being where and when you need them.
In short, customers demand direct contact with brands, and a willingness on the part of consumers to help them, to respond to their requests and to converse with them, instead of offering information about themselves and focusing their attention on them.