Email Marketing and Content Marketing: Matter of timing
Simplicity is not something that reign in the world of business, it would not be in the world of marketing and what inbound least in the universe. We have figures, but the conclusion derived from such research reveals surprisingly that there is no day or a specific time as a general rule but it will depend to some extent on multiple factors to consider. So the debate about timing and frequency closes as independent and able to be treated in isolation.
More than a matter of timing and frequency synchronization is an issue.Make matching email and our potential consumer at the same time and in the same place. The base is to create the opportunity to meet and positive impact. Which becomes more necessary the attention we give to the consumer rather than focusing all our efforts on the email, its immediacy, or the most appropriate time. That’s a change of priorities. In short, a distortion of the part where the medium becomes protagonist.
How can we expect to be effective in the synchronization between the email and the consumer but are paying no attention to the latter?
E-mailing turning aside and focusing on a more general level. Confucius wisely said “Centrist not because men do not know you, but because you do not know men.” Companies continue endocrinologist because the market does not know their products, and tempers down to see a product go unnoticed in the eyes of the consumer. In this case it seems that the priority trend is a product review instead of an internal review on the depth of knowledge we have of the public. An alarming 44% is corresponding to the number of professionals who spend time creating Content Marketing strategies, which hangs lower research and focus on public awareness. Repeatedly it falls into an over-attention to the product or service when the essence of the online world is interactivity and interpersonal relationships.
Reasons that tend to over-analyze the product or service:
- Control issue: The company has the freedom to modify and adapt the product to taste or needs of the moment. Independent of disorders in the budget, organizational structure or distribution.The reality is that we are talking about “power” “power” and “power” within the micro-world of business. It is much simpler than the “dreaded” outside world and even more “mass” qualifies as the group of “unknown” persons to be potential buyers.
- Costs and distances: therefore Creating product / service, expected impact, and “discovery” of the public. Inversion scheme sounds simpler in terms of costs and distances, since the way it travels the client. This would be the outline of the majority of shares of Inbound Marketing. However, more attractive than the product, and look more seductive effect that inspire this should not translate into a removal or absence of research or immersion in the analysis of audience you intend to address. That is, “he capture” because if we forget this word our strategy remain passive in vulnerable circumstances and therefore outdoors in a sea of masses. Not known to the public and passivity sin causes us one of the worst loss of control that may exist in the business world; one that is giving stealthily in the absence of knowledge and unseen consequences are disastrous.
- Ambition and innovation: product improvements and innovation race overshadows the potential consumer and come alive. Products / services have their end in the consumer and where they should be in the winning direction.
The average buyer in 2011 used 10.4 sources of information to effect a purchase. This figure represents an increase of almost double since a year ago was located at 5.3 sources. These observations are translated into the immediacy with which decisions in the network taking is suffering a slowdown as time passes, causing consumer awareness, as well as attention to content and information remain a factor instrumental in closing a sale.Therefore, one more reason to focus on the understanding of our target audience in the development of a strategic plan Content Marketing, and therefore be ready to play successful campaigns of E-mailing.
In short more cognitive psychology; understand, analyze and study the circle of our current consumer buying and potential. Only then can we create quality content and take advantage of real virtues of Content Marketing.
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