People have changed. Media usage has changed Marketers have not

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Spam mode
After lunch it was time for the big Mike Volpe Show. He said that marketers are even less popular than stockbrokers and lawyers these days. Indeed, they must have really overdone it. And they have, just think about it: 86% of people avoid TV commercials; 44% of direct mail is never opened; 91% of all people no longer want to receive e-mail; 200 million people are on a do-not-call register: yet marketers continue to persist in spam mode and bother people with messages that no one is waiting for at that moment. Volpe: “People and media have changed, marketers have not.”


People have changed. Media usage has changed. Marketers have not.

Inbound marketing
High time for a charm offensive, supported by relevant and helpful content. And marketers worldwide have carefully started doing just that. With inbound marketing, or: relevant content for your target group within the right context. Volpe's company is the 'inventor' of the term and according to him, it all starts with your website. Because you can tweet and Facebook and send beautiful white papers, but if your website looks like a corporate brochure from the eighties, you will vietnam phone data never see people again.

Therefore, ensure that your site has relevant and lively content. Blogs, photos, videos, infographics, podcasts, white papers: traffic makers. “Give people a reason to return to your site more often. This way, you get to know your customers better and you can offer them a customized website. A personalized website, because they are coming.” A cautious example is Amazon.com, which gives you reading tips and recommendations based on your previous purchases and site visits. “Know who your customer is! Know what is going on with him. When you get to know someone better, you have to use that knowledge in your behavior towards that person. Build a good relationship with him, so that you know what he wants/is looking for and feed him with information.” Recognizable.

Last week I gave a one-day lecture on content marketing in Belgium. A 'student' told me how she was offended when she suddenly received a questionnaire from an airline where she often bought tickets. With questions to which they already knew the answer. "It's like going to your regular butcher around the corner and that man suddenly acts like he doesn't know you anymore." Strange. Yet we are not surprised when that happens online. Volpe: "Make sure you have all that knowledge of your customer in one place, a 360-degree view of your customer. If he first complained on Twitter and then calls, know that he complained on Twitter."