Values marketing is a movement that’s gaining strength every day, and we’re always excited when we find others who share our vision and help us spread the word. Big shout out to content marketing expert Patti Podnar, who included Zenzi’s research in her recent article below. We thought it was right on point (and we hope you will too.) You can follow Patti on Twitter at @PodnarWrites.
Today marketers have access to more data than ever. From past purchase behavior to web consumption patterns to social media actions—we are facing an explosion of information. Harnessing this data promises increased marketing efficiency and ROI. But the overwhelming volume of information makes it difficult to know what is important versus what is just noise. In fact, Gartner’s hype cycle puts “big data” near the apex of inflated expectations when it comes to digital marketing.
Whether we realize it or not, our values impact the decisions we make every day. Backed by proven science and decades of psychological research, the way we prioritize these psychographic needs is one constant that speak to the heart of our identity. Our values determine where we live, what we do, and the brands we buy. How can marketers tap in to this information to develop better campaigns?
No worries if you have been ‘head down’ this week in projects. We’ve compiled a few recent articles to illustrate how shifting consumer values are driving change in the marketplace.
If a tree falls in the woods and no one is around to hear it, does it still make a sound?
Hopefully this is not a quote you can relate to when it comes to your content marketing strategy.
A recent study by Forrester revealed that though 75% of marketers are increasing their content marketing budgets in 2014, over half feel that their efforts are largely ineffective, and 26% more feel that their efforts are “neutral”.
The increase in spending clearly indicates that marketers believe content can have a big impact on sales. So why are so many failing to achieve their goals?
‘That’s what we storytellers do . . . We restore order to imagination.
We instill hope. Again and again.’ – Walt Disney
Maybe you are assessing key terms and language prospects use to find your web site in your SEO campaign. If so, it’s a good start. But, are you also considering another important aspect of how customers may find you online— through the ‘back door’ with long tail key words and questions they’ll search on to address their specific needs.
In presenting Zenzi’s capabilities to a potential new client last week, the marketing team asked an important question that I realized I have been answering more and more often lately.“Do you have an expert at your company who focuses only on social media?” The answer (a resounding No!) speaks directly to the heart of what makes Zenzi different.
With communications channels exploding and more ways than ever to spend your marketing dollars, staying focused is mission critical. Having trouble prioritizing? Never fear! To get maximum mileage out of your efforts, check out Zenzi’s top 3 must-have tactics from storytelling to social business.