It was recently found that consumers in Singapore thought that beauty-related ads are the most misleading, and if you’ve ever seen advertising claims like “dermatologist-recommended”, “clinically proven” or “award-winning”, perhaps you have wondered for yourself their truth and subjectivity.
Over the years content marketing has progressed and evolved into different content formats such as blogging, infographics, videos, influencer posts, user-generated content, live videos, etc. Somewhere along the way, it has developed to become an integral part of the customer journey and today, it is at the core of all marketing plans/strategies. Organisations should no longer try to sell or market their content but instead strategise a way for it to be woven through all their marketing efforts. In other words, place content at all the right touch points for an enhanced customer engagement.
Most of us remember a time when the sound of the landline ringing would make us jump out of our seats and rush to pick it up or simply stand next to the person speaking on the phone, waiting in anticipation to hear the entire conversation. Many a time, I would end up speaking to my friends for hours over the phone even if we just parted ways a couple of minutes ago.