Nowadays, a marketing campaign that is successful depends upon strategically placed content, in this article you will discover how to create compelling content and measure its impact. In today's digital landscape, there are two monumental problems that all marketers are faced with: Consumers with short attention spans who are becoming increasingly resistant to advertising messages A lack of adequate metrics and measurement systems So, what are the solutions to these problems? Magnetic content and intelligent performance measurement, said Geoff Ramsey, CEO and co-founder of eMarketer, during his keynote address at this week's iMedia Brand Summit in Coronado , Calif. In his book, "Digital Impact: The Two Secrets to Online Marketing Success," Ramsey asserts that marketers must first create convincing content. Then, to measure the success of that content, marketers must rationalize measurement across all digital channels. Here is a look at how to achieve both of these goals: Magnetic content According to Ramsey, advertising is no longer about blasting information -- it's about creating ideas. Consumers now demand content that is appropriate, educational, and entertaining. Gone are the days of "we now interrupt your program to bring you this important message." Consumers are no longer apt to tolerate advertising that disrupts their activities. Marketing needs to be more about attraction than distraction. The added benefit to exercising this type of approach is that magnetic content turns targeting on its head because it attracts new customers. "It is less about targeting, and it is more about fishing," Ramsey said. "Create the best possible bait and let the fish come to you." When creating an ad campaign, marketers should ask themselves the following questions: Is it unique? Is it useful? Is it well executed? Is it fun? Is it a good use of the marketing channel? Ramsey mentioned several examples of great marketing campaigns that hit these marks: The North Face created an app that informs skiers of current snow conditions. Clorox created an app that tells how to get rid of stains (sometimes the solution includes a Clorox product, and sometimes the solution is vinegar). The great thing about this kind of marketing, Ramsey said, is that it lets the consumers know that the brand has their well being in mind. Performance measurement and deciding on where to place your marketing dollars There are a million online informations available, but really, what people want to know is "does it work?" The complex analyses don't matter if you can't assert whether or not your marketing efforts are actually working, Ramsey said. Marketers use analytics to discern which marketing channels to use -- but savvy digital marketers already know that social is the way to go. Here are the key factors to consider when developing your social marketing campaign: Leverage the secret ingredient: trust. Listening leads to learning. Learn how consumers talk about your brand and remember the words they use to describe your product. Add value to the conversation with magnetic content. Focus on your brand fans first. Advertise to the core, then the customers, then the prospects. If you nurture the core and empower the core to share, they will tell others. In other words, tell a story, share a laugh, visualize a product benefit, and watch your customer base grow.
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