As the saying goes, a picture is worth a 1000 words.This morning I came across apresentation by Wakster’s Philippe Ingels. Wakster is a British agency dedicated to the use of illustrations for Marketing. I though the topic was particularly relevant to our readers and so I am sharing his presentation with you. Rather than try to bore your readers to death, why don’t you try something different? That’s the meaning of Philippe Ingels’s presentation and also the gist of our work at Visionary Marketing.
On the web and elsewhere, advertisers tend to believe their own dreams and their motto is “if customers cannot hear our message, let’s shout it out a wee bit louder!”
A picture can make you stand out from the crowd
However, the results are poor. Users hate advertisers for being insistent. The more they are the more they hate them. So both advertisers and publishers are trying to lure readers into reading their uninteresting messages by throwing more and more banners at them. I even counted up to 4 layers of banner advertising on one particular website. These publishers’ web analytics platforms will add up all these “readers” into their stables. But it is an illusion. For readers have averted their eyes from that content for a long time. Big data and a big illusion too.
Inbound marketing isn’t as easy as it lay seem. We are currently working on a content marketing deal which involves writing content about “web to store” technology. Our text is written in English and has to be translated into Spanish and French. “Web to store” is what the French are calling it and the terminology makes perfect sense. The only issue is that the term, in plain English, doesn’t exist or isn’t used. This, in a way, is a bit of a conundrum. Should we, or should we not use it in our English pieces? We have been torn on that issue, and still are. But there are many more issues with translations.
About inbound marketing, translations and adaptations
I used to be a translator interpreter for the French Army Staff (well, that was quite some time ago, but the lessons I was taught were not lost on me). In essence, I believe that translation is one of the most difficult exercises for the mind. Much more difficult than solving an equation. In fact, it’s a bit like solving two symmetrical equations expressed in two different languages and trying to get back to a near perfect transposition of the original text. That kind of exercice may sound easy, mostly when common languages are involved. But it’s far from being the case. As a matter of fact, languages aren’t equations. They cannot be fed into computers – or only imperfectly. This is due to the fact that a) rules are imperfectly expressed (sometimes I read French grammar rules and I can’t understand everything in them) b) a language is not only based on a choice of words and grammar, it’s based on colloquialisms and the choice of expressions which not only seem right to readers, but also sound vernacular c) because translations aren’t just translations, most of the time they are adaptations (all references to local things must be either changed or explained. In our retail example, if I mention Asda or Argos, no Frenchman would understand what I am talking about. Conversely, if I write about Casino or Leroy Merlin, chances are that most Europeans would have no clue that these are retail chains unless I explain it).
Regardless, we have decided to translate all our blog pieces carefully, both in French and Spanish, in order that the right terms appear in the right pages for the right search engine(s). This is a tad counter-intuitive in an economy which is supposedly globalised, with English as the world’s modern lingua franca. And French and Spanish for other parts of the world.
To an extent, this isn’t new. Assuming that in Roman times, everyone was speaking Latin in the exact same way would be foolish. And the bastardisation of the Empire’s language gave birth to Church Latin (which the French facetiously name “Kitchen Latin” to show you that, well, it isn’t Latin per se). That’s the funny thing about a lingua franca: being a universal language means that many speak it, but this doesn’t guarantee that one will understand it. That’s how certain Canadian films like the hilarious 2011 Starbuck is subtitled for French audiences (honestly, unless he/she has a trained ear, a fluent French speaker would not understand many of the lines spoken in that film, mostly because most are stressed. With received pronunciation, French is spoken flat, it is almost impossible to catch anything when words are stressed in the English way (and conversely when English isn’t stressed properly). Read more →
Adblocking is a hot topic these days. A never ending cat and mouse game between advertisers and consumers in which ingenious developers are constantly finding new ways of avoiding or trying to avoid advertising pressure. What Adblocking is showing us too is a lack of trust on the part of consumers. Who else but Doc Searls, one of the co-writers of the celebrated Cluetrain Manifesto was in better position to raise the subject? This is exactly what he did at our late September meeting in Prague*. Once more, consumer trust ranked high on the agenda.
“Adblocking is becoming a big deal and it’s even one of the biggest downloads and even more so in certain countries like Germany and Austria” Doc said in his introduction to the subject. “This has grown and grown and journalists are describing it as a War now”. Even better, Apple has made this decision to add adblocking in the IOS 9 SDK. You will then be able to block whatever you want. “Immediately after this change” Doc said, “Adblockers became the most popular apps on the store”.
Adblocking: Apple knows before consumers they really need it
“It’s very easy for the Press to describe this as an Apple vs Google feud” Doc added “but the point is somewhere else”. Doc’s argument is that Apple is making it easy for consumers, because “they know what the customers want even before they know themselves what they want”. Apple has indeed taught us to expect the unexpected, offer products we don’t need apparently, and then once the object has been created we suddenly realise we are craving for it.
One of the interesting things about the Adblock controversies is that it emphasises that our world works through advertising. “But online, the junk-mail world has taken over and this isn’t what we were expecting” Doc added. Things have gone out of control. The publishing world acts as if they didn’t understand what is happening. To them, this is how the world works and that’s that but “we, as consumers, we have never signed up for this”.
Why do we need trust in business?
Lea Whing has an interesting point to make on this. when Doc Searls mentions trust, what are we hearing? “Are we only interested in trust because this is what will trigger consumer purchase?” She asked wittily, “or is it because people need it? If so, what do customers really need?”
Interest for corporate blogs has clearly shifted from blogs to content
Key Survey Findings by IMN
“Content marketing was a medium or high priority for 90%
of respondents …” however, one may point out that comparisons with the 2012 survey my IMN (the first in the series) is showing that the realisation that content marketing is important is fairly recent, even in the US,
“31% of respondents have had a content strategy in place for more than a
year, with 18% stating they put one in place within the last year and 33%
working on implementing a strategy” … as stated above, all these content marketing programs are still fairly recent and there is still room for improvement,
“67% of respondents use a newsletter to distribute content to their
customers and prospects” … this is namely true with regard to newsletters for which a great number of users are sending them once a year therefore showing little or no understanding of how the medium is used,
“78% of respondents curate content; 48% having run into permissions /
attribution issues during the process” … But 15% of respondents are worried that they could use copyrighted content on their own resources,
44% of respondents cited lead generation as the most important goal of
content marketing programs; an increase from 16% last year.
Awareness is widespread now. Content marketers are no longer regarded as zombies… well… I have a few recent counter examples but they are not American.
Increasing leads is clearly what makes corporations tick. Yet, my personal experience in that area shows that few are able to go beyond buzz words and stick to their guns. Lead generation is a difficult trade, it requires a lot of fine tuning, and stamina. A trial and error mentality must be adopted; typically something that large companies have trouble coping with … long term thinking!
Blogs are still here in that picture but they are not alone and part of an ecosystem. This makes perfect sense. An overarching strategy for marketing content must be adopted vs. piecemeal technical approaches which lead nowhere. Yet, if your blog is lousy, you are bound to go nowhere at all. The fundamentals must be remembered.
Success is shifting away from readership to leads. Well… in the States maybe, in Europe, we still have a long way to go!
There has been questions in certain European countries with regard to how widespread the adoption of contact marketing on the continent could have been (cf. this piece on my French blog, translated into English by the Google robot). Although undeniable progress has been made in the past few years over here in that respect, and though we may even consider content marketing to be a staple of marketing and especially B2B marketing, it is debatable that the adoption of content marketing in certain European countries is ubiquitous and fully understood.
Considering that, in France for instance, 70% of small businesses websites are never updated (source: Marketing PME’s Serge Henri Saint Michel), we can surmise that there is definitely room for improvement.
Let us make that point clear: the sample is very small, and we have to remain cautious; but at least one feels that there is a major trend and one more European divide in the making. Whereas, on the continent, I am still battling with certain people about the fact that white papers, for instance, are useful devices (I still hear stuff like “White papers serve no purpose!”), in the United Kingdom, this kind of tactics has been embraced fully and totally incorporated within marketing thinking.
Besides, it is only subcontracted by 55% of the sample. There is one more caveat beyond the size of that survey sample though, and it’s that most interviewees are not always satisfied with the results: approximately half of them rate the results of content marketing as average. One assumption would be that competition on content marketing is very harsh in Britain, and the English-speaking world in general, and that doing things differently in English is a lot more exacting than with other, less represented languages on the Internet.
Obviously, in order to stand out from the crowd, A lot of thinking has to be put into your content beforehand . There is a paradox that the areas where people think that whitepapers aren’t any good, are in fact those where it is a lot easier to produce and promote them than it is in Britain, where adoption is broad but competition is fierce. I can predict that a lot will happen in the B2B arena in the near future, at least on the continental side of the Channel.