SINGAPORE, May 20, 2013 - (ACN Newswire) - Modern consumers are increasingly overwhelmed with straightforward advertising. Brought up with a steady diet of branding hype and marketing fluff, consumers have learned to flip through advertisements and browse the Internet without a care for banners and pop-ups. Content marketing may help marketers to recapture that coveted share of mind.
"Marketers have to change their mindset from advertisers to content producers," said Nico Abbruzzese, Head of Digital, Asia Pacific, Maxus Global. "It's no longer enough to slap your message across channels and shout hard. You have to build a bidirectional conversation with engaging content, not I-speak-you-listen."
Success in this market landscape requires selling by informing. Content marketing is a good way to open up a dialog with customers without engaging in hard selling. Instead of turning customers off with relentless intrusion of promotional messages, content marketers deliver exciting and valuable information that makes potential buyers stop... read... think... interact and make smarter purchasing decisions.
However, coming up with effective content on a sustainable scale is no easy feat. Marketers who blindly spread content thinly over media channels without a clear strategy and proper implementation know-how can end up investing dollars without a good return.
To generate impact, content needs to be well-integrated into the overall marketing system. For example, it is critical for B2C brands to find a good balance in embedding call-to-action messages into branded entertainment, while B2B marketers can build a database of potential customers through business content subscription.
"Content strategy is not a band aid. It requires strategic planning from scratch - starting with defining and understanding personas as well as mapping content with stage of sales cycles and medium/channels. Before jumping into the content marketing bandwagon, a savvy marketer needs to do serious homework and planning," said Anol Bhattacharya, CEO and Director, GetIT Comms.
Recognising the above challenges, Pacific Conferences has organised a 2-day conference on Content Marketing, to be held in Singapore from 27 - 28 May 2013 and Hong Kong from 30 - 31 May 2013.
The conference will showcase insights from established brands such as Standard Chartered, Microsoft, General Electric, Lenovo, Avaya, SingTel, Harbour City, Unilever, BlackBerry, Hewlett-Packard, Cisco, Hitachi Global Storage Technologies, Shell, MasterCard, Korean Air, Intel, Hell's Pizza, and Singapore Sports Council to bring out actionable strategies in driving profitable customer actions through highly-engaging content.
Event Details
Integrated Marketing Communications with Social Media Conference
- 20 - 21 June 2013, InterContinental Kuala Lumpur, Malaysia
- 27 - 28 June 2013, InterContinental Jakarta MidPlaza, Indonesia
Organiser: Pacific Conferences
Full programme can also be found at: http://www.conferences.com.sg/s1417-cm1-18a-b.pdf
Contact:
Leah Katigbak
Tel: +65 6592 7353
Email: leah@conferences.com.sg
Topic: Trade Show or Conference
Source: Pacific Conferences
Sectors: Trade Shows
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