A lot of companies, particularly in traditional manufacturing, look at online marketing, content marketing, and social media marketing and wonder if applies to them. They don’t want to waste time and effort following unsubstantiated trends, and they are carefully considering when and how much they need to engage in these channels.
What’s important to consider is that online marketing is not a replacement for traditional marketing communications with its focus on awareness and demand generation. Online marketing is different because it reaches customers across the entire buying and customer lifecycle. It is new communication that otherwise wouldn’t happen.
And it’s amazing how much interesting content can be created even for the simplest of items. For example, let’s look at a simple, ubiquitous and somewhat commoditized appliance- the toaster- and answer the question, Can Rich Media Make a Toaster Cool?
The Toasting Journey- What Interests Your Customer?
If I want to buy a toaster, I want to evaluate it.
How does it look? Why was it designed that way? What results do the fancy features ensure (proof of marketing claims)?Is it easy to repair?What do other people think of it?
If I have bought a toaster, I want to learn how to use it.
How to get the results desired? Why and how to keep it clean.
If I have a problem with my toaster, I want to to learn how to fix it.
Can it be taken apart easily? Are parts available?