At this time of the year we are already starting to work with some golf courses on their marketing strategy for the coming year. A few days ago I had a meeting with the management of a golf course in which we were preparing a marketing plan to completely reposition their brand, and we suggested the need to use new channels, other tools than the ones they had been using so far, such as corporate communication. Although we thought that communication should be the fundamental axis of this new strategy, the management stated that this was not possible because they did not have the capacity to generate content, which left me a little shocked, since any company whatever its size can generate more content than it can distribute, you just have to spend a little time to organize the information and plan its execution.
Today, it is no secret that the way companies relate to their customers has changed, at least not the successful ones. Traditional marketing media, such as radio or television, based on interrupting customers over and over again to get them to buy from them is becoming less and less effective. Technological change in relation to the Internet has meant that customers have changed the way they create their own concept of a particular brand or product, and now pay more attention to the information that reaches them through “other” channels than they did before.
Big media have lost weight in their ability to influence, giving way to the era of communication where personal opinions in which a single individual can have more power of conviction than a company with millionaire budgets. Companies must adapt to this change and therefore improve their marketing strategies by balancing their budgets towards more “pull” media capable of attracting potential customers to their brand, instead of focusing their efforts on “push” media that no longer convince anyone. Another question is whether companies understand correctly what are the true values of their brand in relation to their customers, but that’s another day’s story…
Within our marketing plan we have one of those tools that we call “pull” that stands out above all others in terms of its effectiveness in positioning our brand in the consumer’s mind, which is communication. Communication as a marketing function is becoming one of the keys to modern marketing, not only for its ability to improve the knowledge and positioning of our company in its market, or for being the best way to show our true added value and enhance our differentiating characteristics, but for its extraordinary contribution to the company’s online marketing, as it is one of the main tools when it comes to improving positioning in search engines such as Google (SEO).
Content generation has become one of the key pieces of modern marketing known as ‘inbound marketing’ and corporate communication is at the epicenter of this change (inbound marketing is based on making the company easy to find, and attracting customers to our brand by producing interesting content).
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