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A fundamental principle for brands to follow when it comes to content marketing is that they must keep their readers engaged. Creating content isn’t enough to cater to audiences. What is written has to hold a personality in order to increase engagement, gain trust, and convert visitors into customers. Content with personality will help brands claim their digital space.
Posted by Content Connoisseur On September 30, 2020
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Consumer Direct Marketing (CDM) is a form of marketing in which the consumers go directly to communications about a brand’s products and services. In the age of information, there are numerous channels for Consumer Direct Marketing, which is the primary reason for its rising popularity.
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Understanding Content Marketing
One way to understand Content Marketing is that it’s all about building relationships. By leveraging the might of Content Marketing, brands can connect with their audience at various points in their journeys. Content Marketing is neither about brands waving their hands in the air and shouting for attention. Instead, it is about guiding audiences towards the information they need.
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What is a Marketing Funnel?
A Marketing Funnel is a way to visualize
the process of converting potential leads into customers. A full-funnel
marketing approach begins at the top of the funnel by spreading a wide net to
capture as many leads as possible. As we progress down the funnel, it becomes
narrower and marketing efforts become more focused, targeting the most
qualified audience with the highest propensity to convert.
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A brand is essentially defined by the place it holds in the heart and mind of its customers. It is built over time, on a foundation of trust that results from the fulfillment of promises made by the brand to the customer. However, this trust can be fickle. If a promise is not fulfilled in other interactions (e.g. at point-of-sale, in the product itself, word of mouth, etc), it will not grow.
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Social media is an essential piece of any business marketing strategy. Social platforms help brands connect with their customers, increase awareness about their brand, and boost leads and sales. With more and more people around the world using social media every month, it’s no passing trend. Having a social media presence makes it easier for customers to find a brand and connect with it. This will help in improving customer retention and customer loyalty. Since developing a loyal customer base is one of the main goals of any business, social media should have a special place in their marketing strategy.
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Content consumption has come a long way since its heydays. Today’s internet users have evolved tastes when it comes to consuming content. In the early days, users were willing to put up with slow speeds, static content, and marketing that didn’t interest them. But that has long changed. Today, users crave content that makes them scratch their heads in awe. In this digital age, they prefer fast-moving, real-time content that they can potentially gain something from or share with their close ones.
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Covid-19 has drastically impacted the retail industry, driving a massive shift from brick-and-mortar to online shopping for brands. No wonder, the brands are now investing heavily in taking their business online. However, experts say the “retail apocalypse” isn’t new. Even before the pandemic, brick-and-mortar shopping was falling out of favour. Though it may seem like Covid-19 accelerated the fall of shopping malls, trends over the past decade suggest that the pandemic is only accelerating the inevitable. Millions of consumers are changing their behaviour at the same time and opting for more time saving and convenience, which has put a considerable strain on e-commerce and online retailers today. How they choose to react will define the future of e-commerce.
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The ongoing pandemic has wreaked havoc across the world. As stay-at-home orders are slowly lifted and businesses resume, they will inevitably have to adapt to the new normal. Restarting will look different for all businesses as companies open at different times and in different ways. Brands that have stopped or paused marketing during COVID-19, as well as those that were completely shut down or were operating at limited capacity during the pandemic will need to develop a relaunch strategy. That will mean rebuilding a digital footprint, as well as the brand’s online presence.
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Think about why you keep going back to a particular brand repeatedly? Undoubtedly, your satisfaction and loyalty are well taken care of by the brand. In the world of Business-to-Business (B2B) marketing, commercial success for a firm lies in the strength of the relationships it creates with its customers. Relationships are won or lost in crucial moments. Customer experience has become the prime source of competitive differentiation.
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