Tag Archives: marketing

5 reasons why content marketing has reached saturation point #check

” I am not going to sit on my ass as the events that affect me unfold to determine the course of my life. I’m going to take a stand. I’m going to defend it. Right or wrong, I’m going to defend it”
Cameron Frye, Ferris Beuller’s Day Off (1986)

Here are a few rules on how to write interesting content:

1. Catchy listicle title (check)
2. Controversial point of view (check)
3. Offer sage advice on content marketing and how it can benefit your business, project, blog, life choices… (check)
4. Call to action at the end of this article to read more about my views on things marketing related and what makes me stand out from other blogs (check)
5. Write a list. (check)

According to this grandiose list of things to make me stand out as a content marketer (I’ve done a lot of reading and following accounts that constantly remind me of the need to write ‘killer’ content – don’t shoot me, aim your gun praise at the messenger who share such articles across numerous platforms), I’ve followed the ‘rules’ of content marketing.

Except I haven’t.

Content marketing has gotten to a level where I simply can’t keep up anymore. Whether it be a snazzy list from Buzzfeed on the numerous shades of tea (mine’s a builders, splash of milk, no sugar – I’m sweet enough thanks ☺) to Upworthy sharing a video on the plight of female vegan rats and the persecution they face from evil extermimators (so sad). This constant fight for my eyeballs and my attention can be overwhelming in this day and age. If it isn’t a picture of cute cats, then it’s another listicle of the things I can be doing to improve my life or educate myself more on something I’m likely to forget in a few days. Spare me the thought on big data and how wonderful it is (yes, Big data does have its merits, but only if you can extract numbers that are useful and relevant to whatever it is you do).

Is there a need to write content for contents sake? Will the world stop if I struggle to engage you with my written thoughts and musings? Probably not, however there will always be bloggers, writers, journalists, tweeters, et al. vying for my (and everyone else’s) attention. I do enjoy reading new articles, watching videos and learning a bit every day. I just enjoy learning at my own pace. The effect this content overload has on my concentration is probably the reason why tabbed browsing is so essential to me (heck, I even have ‘Have I Got News For You?’ on in the background whilst writing this blog entry on my smartphone as I glance at my laptop).

Anyhow, I digress. I don’t want another article telling me how to improve my content strategy or write killer content. It’s become so saturated that almost every other article reads the same. Even the lists are the same. No idea’s original, nothing new under the sun, and I’m feeling the burn.

I admire a writer’s honest, real and authentic point of view, I really do. I just want my attention span back so I can take it in, one article, one tab, one video, one picture at a time. So the next time you’re faced with a sea of words and images floating around the Internet, take a deep breath, swim through it, and pick what is relevant to you.

Thank you.

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Nudies

Naked Loyalty: My Nudie Jeans Brand Experience

The path to loyalty between a customer and brand is one that can either be a short walk up the road until you see the bus to reach another destination, or one which you continue walking together, getting stronger along the way and understanding more about each other and what they stand for.

My first experience with Nudie Jeans was in December 2007, when I purchased a pair of their jeans. The fit, styling and look were so good. So much so that I wore them until they wore out. I never forgot how good the jeans were, and held that experience ever since then.

Fast forward to December 2011 (4 years later, in which a World Cup and European Championship happened between that time and Spain finally came of age), and I needed to buy some jeans. In that period I went through numerous brands of jeans, from 55DSL to ASOS, which were alright but never quite met the standard set by Nudie. So I decided to purchase another pair of Nudies which have served me well up to this point.

Now what happened next was pretty much the same thing that condemned my first pair of Nudies to denim heaven – the wear and tear factor started. It was only by a chance trip to Oxford Circus that I came across a Nudie store, but this was not just another retail outlet. It was only when I looked through the doorway that I saw a lady sat down at a sewing machine working away, keeping her eye focused like a surgeon doing delicate work on their patient. I walked into the operating theatre  shop and conversed,

Me: ‘Do you do repairs to jeans here?’

Surgeon Lady: ‘Yes we do, but for Nudie jeans only’

Me: ‘Really? How much do you charge for repairs?’

Lady: ‘They’re free of charge’

Me (stroking chin and nodding head appreciatively): ‘Really?’

Lady: ‘Yes. Just pop in with your jeans and we can repair them for you.’

Upon this discovery, I realised that I can not only restore my jeans back to their former glory, but also feel confident in the knowledge that purchasing a future pair of jeans from here is ‘guaranteed’ from damage caused by wear and tear. It felt like the warranty that you get when purchasing expensive electronics or a brand new car, but for denim? This is a whole new concept. So today, I brought in my damaged denim, left my contact details with the shop assistant and now await my newly restored jeans.

Now I’m sure you’re thinking, ‘Is this some sort of advertorial or some sort of sales pitch?’

No.

This is me expressing how a little thoughtfulness and understanding from a brand and the way that they deliver their after sales service can go a long way in developing loyalty and create stories from the whole experience. From Nudie creating quality denim to offering a repairs and adjustment service to add value to my purchase, they have gained a lifelong customer who will spread the word about the Nudie experience without being paid to do so.

Nudie Repair

My repair note.

If you own a pair of Nudie jeans that need repairing, or want to purchase a pair, pop down to their repair store.

This is a journey where the walk doesn’t seem so tiring because of the understanding we have built up along the way.

UPDATE: 3rd July

I got my jeans back and they are repaired. Thanks Nudie. 🙂

image

Share your thoughts with me at @ChuxOnye on Twitter.

New World Marketing: Infographic

Photo Wars: The bigger picture

Photo War Pictures

The Photo Wars.

The race to become (or develop) the most popular photo-sharing app has taken an interesting turn over the past week, with Google and Apple forming an unlikely alliance to bid for patents from the former photo giant Kodak. Google, having recently made the popular photo-editing app Snapseed available for its Android platform last week, after being a paid-for app on Apple’s iOS platform since 2011. Google’s purchase of Nik Software (the company behind Snapseed) in September may have been an early indication of their intentions to integrate the software on their platforms such as Google+ and Picasa.

Another point of interest was the sudden emergence of a battle between the Facebook-owned Instagram and Twitter photo-sharing platforms, with Twitter making the move of removing visibility of photos taken on Instagram off its timeline for users. Twitter’s earlier actions of removing integration with the app stem from July this year where they revoked access from Instagram users wanting to add their Twitter contacts on the platform. It could be suggested that the purchase of Instagram by Facebook for $1bn earlier in April may be a factor in the tactics used by Twitter, who want to retain control of their platform by either revoking or limiting access to their API from third party developers. Furthermore, the addition of filters for pictures posted directly through Twitter is an indication of the importance of pictures by competing directly with Instagram.

What does this mean for marketers?

In this current era of social media and technology, storytelling has become a key element for marketers wanting to reach out and connect with customers, building relationships and loyalty through the products and services they provide for them. The visual element of storytelling, promotion and advertising has become more viral with advances in mobile technology and the ease of sharing content over a variety of platforms. The current battlefield between Twitter/Instagram/Facebook and Google, Apple and Microsoft is a prime example of the fragmentation experienced by both marketers and customers to participate and connect with each other for the best social experience.

Instagram and Twitter are social communities in their own right, with Instagram far more picture-oriented by its nature in comparison to Twitter, which also enables users to share their 140 character musings and article links from across the web. Both platforms are useful for marketers in monitoring and understanding user activity, especially in terms of how they communicate with other users and the type of photos they share that provide an insight into their personal lives. Instagram does have the considerable network strength of Facebook behind them (1 billion+ users and counting), who are taking steps to improve their mobile offerings to increase advertising revenues, making it an attractive platform for marketers working in the B2C business sphere.

Twitter is a fast-growing network, with 500m+ users on the site and closely follows Facebook as a favoured marketing tool for companies, and seems to be more friendly as a B2B platform. Additionally, with mobile and tablets becoming a popular choice for users to access content, marketers need to take advantage of the opportunities that are present from using these photo-sharing platforms as a means of delivering unique content, telling stories and case studies that interest customers and businesses alike.

The Photo Wars have just begun.

18/12/12 UPDATE: Instagram are seeking the rights to sell users’ photos to advertisers without notifying them. This is an interesting development in the changing landscape for photo-sharing, I wonder how Twitter may respond in the coming weeks and months with regards to it’s users data and content?

What are your views on the current Photo Wars? Please comment and share your thoughts with me on twitter @ChuxOnye

Tap and Swipe: Mobile Payments

As the competition heats up in the smartphone and tablet markets respectively, marketers are seeking new opportunities for their marketing activities. The potential that lies within mobile marketing is definitely something to ponder, especially with regard to the increasing capabilities of such devices.

Mobile Payments

Google Wallet

NFC Technology is becoming a standard feature within mobile devices, with some of the latest smartphones on the market having the technology. One area that is actively using the technology is payment transactions. Mobile apps such as Google Wallet are providing users a new method of making payments through contactless technology, reducing the need for carrying cards and cash. Marketers may be able to take advantage of such developments and use NFC for marketing activities that extend beyond payments.

Other competing payment solutions include Square, iZettle and the well-established PayPal providing other methods of mobile transactions with their add-on devices to make payments easier on the move with retailers, restaurants and coffee shops using these solutions, providing users with special offers, discounts and promotions. Small businesses may benefit from mobile payments if they can adopt the technology, providing their customers new methods of payments, generating loyalty through mobile marketing methods.

Do you have any insights on mobile payments marketing? Follow me on twitter @ChuxOnye or connect with me on LinkedIn