Marketers are from Venus and Consumers are from Mars – #omsummit

A new survey by ExactTarget shows that there is a disconnect between which channels marketers and consumers favor in terms of messaging and engagement. Content marketing has been the hottest trend in the marketing field over the past year. If you produce and share quality content, the audience will come. That mantra has been embraced by all marketers with the hope of gaining mindshare within their specific marketplace. Consumers love content that helps them make purchasing decisions right? Apparently not.  According to the survey:

  • Consumers were 27% more likely to say their favorite companies should invest more in email (33% vs. 26%), but 44% less likely to say they want more content about products (14% vs. 25%)
  • Consumers were also far less likely to say they would want their favorite companies to invest more in content about related topics (6% vs. 23%)

So what is a marketer to do? Here is my advice. Take off your marketing hat and put yourself in the shoes of the consumer/end user. How would you like to be marketed to? Think about the products/brands you are loyal to and how they affect your daily life. The connection has been made and just like any relationship you have with a brand or person, you’d like to be reminded in a gentle fashion why the loyalty was established.

Now close your eyes and breathe! Did it come to you? If not, Online Marketing Summit has tracks that will go into further detail on how to bridge the gap between you and the consumer. Tracks include:

Learn from industry experts, peers and providers all sharing their insights, case studies and strategies. Engage with the leading providers of digital marketing services and technologies. You’ll hear from companies like Sony Electronics, Eloqua, Adobe, Salesforce.com, Shutterfly and more. Plus, you can join more than 1,000 of your peers for engaging sessions and networking receptions. We’ve truly got a fantastic program in store for you.

Register by February 9 with priority code JQBlog & save $300* on the onsite price of All Access or Conference passes.

Cheers,
Jason

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*Discount applies to All Access and Conference Passes only, and is calculated based on the on-site price and not combinable with other offers. Prices after discount applied: All Access: $2,099.00. Conference: $1,699.00.