Prepare yourself for the post-virus era

I am still on that though, the though about how to survive as a marketer after the crisis ends. I keep on talking about the future and I have been told in numerous occasions that we only focus on short-term. I don’t think that short-term thinking is encouraging. At the end of the day, lives will have to move on. As a leader, we need to give hope.

In a marketing area, due to social distancing, more and more people will live their lives online (even more than today). The skill sets that would be useful will be 1) new ways to communicate to customers using online channels and 2) creative content creation.

For the online channels, messaging technologies like Whatsapp, Line, and WeChat will rule the world. They will become a one-to-many channel and we may not need for example Facebook feeds anymore.

In terms of content creation, there are a lot of rubbish content out there, ads included. Content will be created for specific niche markets. Content for mass market will actually be dead, after have been in a zombie stage for a while.

Are you ready for the new world?

Apivut

Top of the funnel

Seth Godin raised a very good point in his blog today. If you have interesting and valuable content or solutions at the top of the funnel, you don’t have to worry too much about conversion at the end of the funnel. Your content will keep people coming to you, some will be converted. Because of the volume at the top of the funnel, it will take care the conversion by itself. This is the situation that you and I want to be. But, let face it, it’s not easy.

Why is offering valuable content or solutions so difficult? The main reason is that many of us is driven by short term gains. In my case, we are measured on daily and weekly KPIs. Building good reasons or relationships with customers are not in our marketing book. Whether we like it or not, the company has lasted for more than 10 years.

The bad news is the world has changed and it’s hard to know when we will become irrelevant.

Apivut