Today’s buyers are able to respond to marketing with two choices they never had in the past: They can ignore, skip or block ads through ad-blocking software or tools like Tivo, and they can also talk back to brands through social media. Together, this is radically altering the go to market strategy required of brands. The paradigm shift, says Gilad de Vries, VP of Strategy, Products and Business Intelligence for content discovery platform Outbrain, is from “push” to “pull” marketing. “Content marketing, or pull marketing, is the fastest growing trend” in digital marketing solutions, claims Gilad, who says it is “actually delivering more leads that lead to more sales than any other channel…in the marketing mix.” In this episode of Moneyball for Marketing, Gilad shares the essential tactics of pull marketing. Highlights include:
Push and Pull: “[If] a brand doesn’t get their pull marketing spend to about 50% of their marketing mix…in the next 5 years, they’re probably dead as a brand,” says Gilad. He shares the three ways brands can add value in order to create compelling pull marketing, and shares examples from Red Bull and American Express that demonstrate two successful go to market strategies.
The ol’ one-two…three: Likening push marketing tactics of old to a “one-two punch” of “banner ad plus landing page conversion”, Gilad says that pull marketing requires a third step—engagement. It is that engagement process (which may in fact be 5 or 10 or more engagements) that allows marketers to gain the trust necessary to convert browsers to buyers.
It’s about trust: According to a Nielsen research survey of advertising mediums, text and banner ads on mobile devices are the least trusted form of advertising, while a brand’s website content is somewhat surprisingly number two on the list. Gilad discusses how to leverage your website to build trust with buyers, and shares a case study demonstrating how Pampers validates their website content for this consideration.
Gilad de Vries leads corporate development and products for Outbrain. Outbrain is the world’s largest content discovery platform, bringing personalized, relevant online, mobile and video content to audiences while helping publishers understand their audiences through data. Outbrain serves over 200 billion content recommendations every month and reaches over 557 million unique visitors from across the globe.