News: Content Marketing Report, Google’s New Toy, A Shoppers Journey
July 5, 2013 - Marketing
Web Marketing UpdatesIt looks like the help that many small companies have been waiting for has finally arrived. Content Marketing needs to be an important part of ecommerce strategy. Of course, knowing this and knowing what to do about it are two different things.
Content Marketing Report Finally ArrivesAltimeter is a research and advice group that helps struggling companies regain their feet through researched strategic advice. They have done the research and have complied a detailed report available now on SlideShare, Altimeter’s professional and educational community sharing website. The report is a breakdown of the content marketing strategies of successful corporations. Rebecca Lieb and researchers from Altimeter conducted interviews with the major companies that have been moving forward with content marketing and speaking with executives about the concepts.
The Scoop, the Lowdown, How it’s doneThe just-released report is called Organizing for Content: Models to Incorporate Content Strategy and Content marketing in the Enterprise. This is the kind of information for which many were waiting. Lieb and friends break down numerous brand marketing strategies and working models that involve marketing with content. They also elicited advice and suggestions from the executives on how to incorporate these strategies into the small business infrastructure.
Google’s New Tool for MarketersGoogle’s intuitive new tool, which is designed to lay out the Customer’s Path to Purchase, was recently launched. Discovering how it works is an informative journey in itself. The Google website Think Insights is hosting the new tool in order to help marketers understand the consumer journey and strategize accordingly. The new Google toy allows marketers to discover variations on “Days to Steps to Purchase” and comes with different models for different countries. Some believe that Google has the first tool that can predict a purchase journey over multiple steps and all of the various platforms and devices consumers use in today’s online market.
An Analytic AssistMuch of the research and information came from Google’s Analytics that points to 66% of all purchases coming from people who took steps, or specific sequential phases before spending that suggests a pattern that other consumers will follow. Whether the patterns are different across platforms, classes, and cultures remains to be seen, but leave it to Google to figure it out for us.
The Customers Journey to PurchaseDespite the institutional, ultra clean feel of Google’s website, Think Insights, you will have to admit that you enjoyed your visit. According to Google, the customer’s journey to purchase is more complicated and contains more steps than ever before thanks to marketing channels that did not exist until recently. The online shopper goes through these four steps: