In recent years, marketing has evolved in a surprising way, from traditional ads to strategies that most companies don’t even know yet.
Companies continue to use discounts, promotions and gifts to make their products and services more attractive. However, customers no longer believe in brand message. This tactics may work in specific cases, but don’t generate loyalty. Soon our competitors will offer greater discounts and customers will abandon us.
1. Content marketing: offering value to the customer
Companies realized that if they want to attract consumers, they must first build trust and reputation. This is only possible empathizing, understanding and interacting with them as equals.
A good example of how to speak about a brand without speaking about the brand:
The key to achieving this is to share content that adds value: tutorials, articles, infographics, videos and images … The product waits on a second plane (apparently). Customers will buy our products if they trust us and feel identified with our message.
2. Storytelling: adding sense to content
However, is not enough just to share content to reach the customer. You need to create a story. Although many companies are already at the stage of content marketing, only a few have managed to locate their content within a context.
To really connect with our customers it’s necessary to offer them a story where they’ll be able to locate us and themselves. We must convey meaning.
A good example of how to transform content into a story:
“Information is static; stories are dynamic – they help an audience visualize what you do or what you believe. Tell a story and people will be more engaged and receptive to the ideas you are communicating. Stories link one person’s heart to another.” – Nancy Duarte, Resonate.
3. Transmedia storytelling: telling a story through different platforms
Once we have a story that deserves to be told we need to decide how we’re going to convey it. Traditionally, when the mass media were the kings, an ad in a newspaper or on TV was enough to reach a large audience.
However, currently, the mass media are just another media. Customers interact with different media depending on the different moments and their personal characteristics. If we want to reach them we need to develop our story through multiple platforms: websites, social networking, apps, infographics, games…
The goal is not to convey the same story across multiple platforms, but to use each media to explain a part of the story, so that together they offer us an overview.
Of course, this is a complex task. It requires the creation of valuable content within a broader context and the coordination of the different parts through different media. But companies should start to become interested in this topic because this is the present of marketing.