Edelman Digital on Big Data, Content Marketing Institute’s B2B Survey: Document Your Strategy

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We’ve rounded up some must-reads from the worlds of content marketing, big data and advertising. This week’s offering deals with lessons from local advertising, content marketing planning and an over-the-top phony infomercial for a real product.

There’s value in no-frills local advertising. PR Daily makes the case for what marketers can learn from local advertising. Two big takeaways that stand out: Don’t be afraid to be who you are and a personal message can be more effective than a polished one.

Mike’s Golf Shop – WE BUY GOLF CLUBS!
by Mike’s Golf Shop via YouTube

After all, this guy’s in-your-face, candid video pitch about Mike’s Golf Shop made it onto one of the hottest Comedy Central shows “Tosh.0”. Another local spot gained national attention for a different reason. The two-minute polished ad for personal injury attorney Jamie Casino ran during last year’s Super Bowl. It puts the lawyer’s own story of his slain brother in the spotlight to explain his practice’s mission. The YouTube clip has more than 5.6 million views.

Jamie Casino 2 Minute Super Bowl Commercial – Casino’s Law
by Jamie Casino via YouTube

Big Data Influence Grows

Edelman Digital asks whether big data is still relevant in a recent story on their website. It cites an IDG Enterprise study and points out that companies are making bigger investments in big data as it is driving decision-making. Companies are investing more in software, tools and staffing as part of an overall big data plan.

Document Your Plan

There’s no mystery that good content marketing takes planning. Recent data show that continues to be the case. The Content Marketing Institute spells out some key finding in this year’s annual content marketing survey. Marketers who document their content marketing plan are more effective, but it found that a majority of marketers work under a verbal content strategy — so the CMI reiterated how critical it is to document those plans. Nearly half or 48 percent of B2B marketers who have a content marketing strategy have documented it, according to their fifth annual survey “B2B Content Marketing 2015” Benchmarks, Budgets, and Trends — North America”.

Context Supports Relevance

Context is what separates intrusive ads from relevant content, according to a Street Fight report. It held a webinar in which Skyhook’s Mike Schneider discussed contextual advertising. Street Fight stresses that marketers must go beyond simply knowing their audience and provide context, which ultimately supports relevancy.

An Unconventional Sales Pitch

Enhance Your Lighting – GE Commercial
by General Electric via YouTube

The above video for GE Link lighting may be advertising gone ‘loony,’ as AdWeek describes, but it’s effective. Besides, who can sell GE lightbulbs better than Jeff Goldblum? That’s exactly who the pitchman is in an infomercial parody for GE Link lighting products, according to Adweek. The mission of being over the top is certainly accomplished with this ad.

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