Marketing is no longer about creating an ad or even a series of ads that will ‘run’ in a variety of places in the hopes of someone seeing it at the time they had a need. Those were the easy days because the standard line was that it was for branding and it couldn’t be measured very well at all but it had to be done.
Those days are long gone and have been replaced by highly measurable techniques in the online world that require marketers to create ridiculous amounts of content that are aimed at specific groups and designed to ‘show up’ when someone is looking for that product or service at the time of their need.
There are now many marketing automation systems that help marketers manage and measure these efforts and you would think that with the level of importance it has in the process of gaining new customers that everyone would be getting involved. Well, on some levels yes and but on others no. Look at these numbers from Research Underwriters and Ascend2.
With a very small percentage of both B2C and B2B marketers using marketing automation extensively there is plenty of room for marketing automation options to grow. By the way, what in the world is limited use of marketing automation? The reality is that you are either way in or you are not really doing it at all.
So why the limited use? Well, simply put, content marketing and other forms of inbound marketing are hard to do. There’s nothing more to say really.
Look at B2B and B2C view certain types of inbound marketing by level of difficulty.
Looks to me as if marketers need to be careful what they ask for but is there a choice to not get involved? I would be hard pressed to find an instance where it can be said with 100% confidence that content marketing or inbound marketing is a definite “no go” for any business.
If that’s the case, what are you doing to make sure that you are not left behind?