Nowadays, consumers come into contact with at least 10,000 different forms of advertisement on a daily basis. Marketers face the challenge of breaking through this information overload. An effective way to do so is by creating strong customer relations through permission marketing.
In 1998, William C. Taylor, founder of the business magazine, “The Fast Company,” shared: “Seth Godin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn’t work as well as it used to — in part because there’s so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it.”
Have you ever shopped online and wished that you could physically see or feel an item? Have you ever shopped at a store and wished that the associate could understand precisely what you wanted? Companies are now moving in a direction in which both of these needs, and more, could be met. Businesses need the combination of digital and physical marketing to thrive in today’s competitive market. It is for this reason that the convergence of bricks and mortar into digital is one of the most significant marketing trends today. This integration of offline (bricks) and online (clicks) is referred to as “click and mortar.”
The overall idea of the trend is to track consumer habits more closely to provide companies with information, and eventually sales, on products that behavioral data suggests an individual would want to buy. The marketing trend benefits firms while also enhancing a consumer’s overall retail experience. Improving the consumer experience helps a company to establish a positive brand image in a competitive market.
Duplicate content is a recurring theme in content marketing. A few days ago I stumbled upon the following blog piece (down there at the bottom). Although it was written in 2015, most of its contents is still relevant today. Whoever is a Web author and enjoys some sort of visibility has witnessed the theft of their content at one point or another. It so happens that people with bad intentions, as stated by Rosalind Gardner in her piece, might confuse theft for curation, plagiarism for inspiration.
This is very evil indeed. At the same time however, Internet writers might take a bit of hindsight and brace for impact for something which is bound to happen anyway. The Web is chock full of memes and parody and Creative Commons. Copyright on the Web? Come on, who believes in this nowadays apart from Getty images (even they seem to have thrown in the towel). Let’s have a look at duplicate content and let us ask the question: “should we whine or rejoice?”
Duplicate content, true talent and divas
Internet writers should be wary of behaving like divas and ponder about the true value of their talent (not to mention that non Internet writers should too). Honestly, not all plagiarists are thieves. Hell may be paved with good intentions, but let’s remember that they are good. Automated blogging and duplicate content are two very different things. Here I’ll focus on duplicate content.
I have had some of my content duplicated and even though my initial reaction has been anger, on second thought I don’t think it’s the end of the world. To an extent, one might even consider this to be a form of acknowledgement.
How my perception of duplicate content has changed over the years
Over the years my behaviour has changed a lot in that respect. Even though, let me repeat this once more, every word in this piece is absolutely true from a technical point of view.
One day, as I was presenting at a conference in front of a bunch of people, one of them cried “I’ve seen those slides before! My teacher showed them to us but he never mentioned your name”.
A friend of mine is working in the marketing department of a medium sized B2B industrial company. The latter has just over 300 employees and operates on a large network of distributors throughout the world. The business is quite flourishing. But things can change. In fact, things are changing very fast today. My friend believes he should board on the digital marketing wave, to increase his company’s visibility on the web: in other words, he wants to develop a strategic presence on social networks. The problem is that he is not really familiar with all the digital concepts. So, he turned to me and asked me for advice.
This lead to a long reflection with him about what digital marketing really is and especially what the benefits can be for him and his business. It is important to understand digital before rushing into it prematurely. Finally, I quickly described to him the different steps that are essential to the success of his “digital marketing” project.
Digital Marketing and B2B: the two make a pair!
Digital marketing is first a matter of trend. To be competitive and innovative it is necessary to stay in the race, and therefore follow the flow.
But digital marketing goes well beyond a simple trend. It has real advantages in B2B.
What are the advantages of digital marketing in B2B
Multi-channel: By using multiple channels, digital marketing offers many opportunities (complementary to traditional marketing) and allows users / companies to act at all levels of the purchasing process
Less is known about B2B influence strategies and much can be learnt, including for the above-mentioned marketeers, from some of the very elaborate influence strategies developed for B2B and especially in the high-tech world. In B2B, it is hard to cheat. Influence is built upon business practice and knowledge, not on hearsay. B2B is also conducive to more long-term, in-depth strategies and ethics is key. This, in my mind is the cornerstone of any good influencer marketing strategy. To prove this point I have interviewed Mark Schaefer who recently co-authored a White Paper with Traackr’s Evy Wilkins entitled “The Rise of Influencer Marketing in B2B Technology”.
I’ve got a few questions for you about a white paper you co-authored with Traackr, which is entitled “The Rise Of Influencer Marketing In B2b Technology”. Are technology companies ahead of the bunch?
As far as the people I talked to are concerned, they really are. In fact, it was quite inspirational to me. Because like you I’ve been working in the influencer space for a long time. I wrote an early book, maybe the first book on social influencer marketing that was published in 2012, so I’ve been keenly interested in this and I’ll tell you it was so inspiring to hear how sophisticated this has become and how integrated this has become into mainstream marketing strategies. This was a very energizing exercise for me.Continue reading “Influencer Marketing in B2B (as in Back To Basics) With @markwschaefer”→