Traditional Advertisement (advertisement through newspaper, magazine, television, etc.) has long been the leading marketing source for a company or product. However, a new form of marketing and advertisement, Content Marketing, is rising quickly with the help of social media, blogs and mobile devices. Content marketing is a "marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action."(Content Marketing Institute) Content marketing through the usage of online advertisements, SEO (Search Engine Optimization) marketing, social media and more is becoming more prevalent in today's society.
Marketing Is Rapidly Changing
Content Marketing Gives Brands Value to the Consumer
The Future of Marketing Rests in Content Marketing's Hands
There is still much debate on whether traditional forms of advertisement will die out. Research proves that Content Marketing is already being significantly more effective in most markets than traditional forms of marketing. For example, because 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company. (CustomContent Council). However, because SEO Marketing, social media, and Content Marketing as a whole is very new, businesses are slowly catching on to it. It is proven that it is much more effective than Traditional Marketing although it still is the second form of marketing used by most companies. This causes people to question. "Where will marketing be in the future?"
At the University of Maryland, a Sports Marketing Professor, Chartese Burnett, stresses to her students the importance of technology in the Marketing Profession. Through her various experiences with the Marketing Profession including the National Football Players League, National Basketball Association, and the Washington Nationals, Burnett describes her view of the future of Content Marketing:
The demographics of the consumer are very important to keep in mind in marketing. Generation Y (the current generation of children and young adults where technology has been introduced at a very young age) rarely ever utilizes traditional media. However, the baby boomer generations of adults are also using technology to supplement the traditional media as well. In fact they are the fastest growing demographic to digital media, with Social network use among Internet users 50 years old and older has nearly doubled to 42% over the past year and as many as 15% of people aged 55 and older are using smartphones, according to data from Nielsen.
With the rise of advanced software and technological devices Content Marketing will eventually overtake Traditional Marketing. David Woodrow, Senior Vice President of Strategic Services for Skyword, believes:
The era of traditional marketing through product placement, direct advertisements, and promotions may as well be over. Content Marketing has rapidly picked up steam and is about to replace traditional marketing as we know it, with nine out of ten B2B marketers currently engaging in some form of content marketing.
With nine out of ten B2B (Business-to-Business) marketers engaging in content marketing, it is easy to understand the amount of B2C (Business-to-Consumer) content marketing that is occurring. It is significant to utilize content marketing and take in the value that companies offer with their product or service. Now, while scrolling down our Facebook News Feed or Twitter Timeline, we understand the mindset of major marketing companies when seeing our favorite brands interacting with fellow customers.