By Shea Bennett on October 30, 2013 3:00 PM
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Content marketing has dominated the headlines in 2013, but which tools are brands using to most effectively promote their wares?
A new study from the Content Marketing Institute (CMI) and MarketingProfs has revealed that social media is the tactic of choice for business to consumer (B2C) marketers, with 88 percent using channels such as Twitter and Facebook to promote content this year, up 4 percentage points from 2012.
It seems like every social media marketer and his mother loves to jump on the latest meme to sell their message, and nothing has done better in the past than cats. Grumpy cat, business cat, adorable kittens playing hide and seek… the internet goes crazy for tweets, status updates and YouTube videos of these furry felines. But all good things come to an end, and the cat meme seems to be going the way of the dodo.
The Webby Awards took a look at the best brands on social media in their latest report. How do they cope with the waning love of all things kitten-based? If you’re struggling with this very question, you can learn a thing or two from some of the best brands on Twitter in the post-cat economy.
When broken down by channel, 47 percent of advertisers say that they will be increasing their spend in social media ads, with 46 percent maintaining current budget levels. On the flip side, this means that just 7 percent will be decreasing their spend on social media advertising, which is perhaps as strong a testament to the perceived value of this medium as we’ve ever seen.
Do your customers trust your messages?
You’d like to think so. But irrespective of how many thousands of dollars you have invested in a first-rate marketing campaign, getting your target audience to believe you is by no means guaranteed. Indeed, people are far more likely to believe recommendations from friends and family – and even strangers – than they are from brand messages online, and ads on social networks are amongst some of the least trusted forms of advertising.
Did you know that the human brain processes visual information up to 60,000 times faster than plain text?
Smart marketers caught on to this fact a long, long time ago. From our earliest days of cave drawings (arguably the first “promotional” message) and smoke signals to Facebook and Twitter, we have learned that people understand and remember images at a significantly greater rate than written information, or even sound. And, in this modern, social world, this science has never been clearer.