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Ubiquitous flow of data points to need for original marketing content
A survey released this week by the Local Search Association found search engines have become the second-most utilized method for researching local businesses, after Yellow Pages, further suggesting businesses are rapidly adopting integrated web-to-print and digital marketing channels to reach consumers.
However, there are a growing number of concerns among industry analysts regarding how the ubiquity of content and information is impacting analysis - namely how businesses are turning information into original thought and marketing strategies.
"The concern I have is that as the amount of information increases, are we becoming spectators to the information superhighway vs. giving ourselves the time and space to have original thoughts, create original ideas and contribute value on top of the information flow?" asks Jennifer Matt in a blog post for WhatTheyThink magazine.
Matt adds that being connected no longer guarantees a competitive advantage. Instead, marketers need to provide engaging and relevant content for consumers - be it through social media or direct mail.
In developing more content-driven promotional strategies, direct marketers should invest in address verification software and services to streamline their operations and optimize their mailing programs.
