E-Marketing Strategy: 3 Tips for Winning Buy-In for Your Content Marketing Strategy
● Of the 1,092 marketers interviewed for The Content Marketing Institute's 2012 B2B Content Marketing Benchmarks, Budgets and Trends Report, 60 percent of them stated they intend to increase content marketing spending in the coming year.
2. Tread Lightly. If Criticizing a Strategy, Back Up Your Critique.
I haven't seen an advertisement in two years—not on the web, not on TV, not on my mobile devices. I assume that many of you out there are like me. But, as I've learned, my assumption could be wrong. Either way, your argument against traditional interruption marketing must be stronger than "cuz I block everything and other people do too" and it must be delivered more gently. An executive who has poured hundreds of thousands of dollars into an ad campaign won't like hearing that little punks like you—and me—block them.
Here are some facts to use:
● The most popular extension for Google's Chrome browser is AdBlock, with more than 10,000,000 users. (Google stopped counting at 10 million.) AdBlock blocks pop-ups, removes advertisements from web pages, and cuts ads out of videos.
● The most popular add-on for Mozilla's Firefox is Adblock Plus with—at the time I'm writing this—15,190,398 users. This add-on blocks web ads and removes an advertiser's ability to track the user.
● Netflix, the ad-free video streaming service, passed 30,000,000 users this year and continues to grow steadily—despite this year's PR debacle.
● NPR, the publicly supported, ad-free radio network, reached a record-breaking 34.3 million weekly listeners in 2011.
The undeniable surge in popularity of all these ad-free services and ad-blocking devices will give the ad-pitch people in your organization pause. People are happy to pay food money to avoid advertisements. Have the whiskey nearby.