I´ve never liked the concept of “content
marketing”. Shouldn’t all marketing have some “content” that is relevant for
the target group. The definitions I`ve seen have sounded like what
integrated marketing has been about for decades. We need to find relevant
message for our customers in a channel where they get most value of it.
In a meeting at Finnish Advertisers
Association, we had a much more exciting discussion over “Marketing as a
Service”. Since people spend increasingly time in various social media
channels, it has become a hub for performing various tasks or activities.
Finding information, making comparisons, finding inspiration, looking for
services, performing transactions, or simply being entertained. This is where
customer service, sales, marketing and communications get mixed. Someone may
look for advertising for the sake of entertainment. Someone might be looking for
online technical support to use a product, and ends up buying more.
Marketing, with the purpose of generating
demand, can actually be used as – or generate - a service. Online channels
provide great opportunity for various kinds of interactions – when wished by
customers. Thus the customer journey logic works well. How can we serve the
customer within their purchase process through various actions that help them
make a decision – and be happy about it. Thus, the “Maalilinja” service by
Tikkurila, who provides inspiration for interior design over selling paint, and
“Traveller” service by Marriott, may be bigger reason to buy than
a single offer. In fact, a short movie by Marriott, ended up with 80.000
bookings, with service being destination information.
We marketeers may spend our times on
customer magazines and newsletters, which as such may be relevant and
informative. The challenge for the future will be where and when to publish
content to our target audiences. Someone suggested there should be a story
bank. When there is a trigger, such as political or economic event, or cultural
phenomena, we are ready to publish instantly. In addition to the annual or
quarterly plans, we need to be prepared for instant feed. How does this change
our planning or resourcing practices? Do online service personnel equal
marketing as a service?
