Experts give tips on how to include them in the marketing strategy of small and medium-sized companies
An article published in the scientific portal Frontiers points out that, on average, a person processes the equivalent of 74 GB of information per day. To give you an idea, that's the amount of space needed on a computer to watch 16 films. This is the type of information that reaches us through TVs, computers, smartphones, tablets and offline media, such as newspapers, magazines and books.
The material, published in 2017, shows that, 500 years ago, this same amount of data was accumulated by a person with higher education throughout their entire life.
“The bottom line is: we are immersed in information, but we don’t always manage to get the most out of it. And this excess can cause everything from a feeling of despair in the professional environment – in ukraine whatsapp data the best ‘I don’t know where to start!’ style – to the so-called FOMO in our personal lives – in plain English, the fear of missing out”, says Thaís Faccin, partner at Jahe Marketing.
In this context, she states, initiatives that help consumers curate content have gained prominence in the marketing strategies of companies across all sectors.
“They are ways to not only draw the public’s attention to the brand, but also to what matters to that audience. The most relevant topics, which they cannot miss,” says Satye Inatomi, also a partner at Jahe Marketing.
Time for newsletters to return
One of the simplest ways to do this, according to them, is by producing newsletters. Although they are not something new, they have gained new momentum in recent times, precisely because of the enormous need to curate information.
“Today, it is possible to sign up to receive newsletters on basically any subject, produced by companies or content creators. And it’s a great idea to have someone do this for you, isn’t it? Focused and well-chosen content, and written by someone or a company you trust,” says Faccin.
She says that one of the main people responsible for this movement is Substack, a newsletter creation and management platform created in 2017, which gave a modern face to the format, mainly by encouraging the creation of attractive products for increasingly niche audiences.
“It is increasingly clear that, today, winning over and retaining customers involves much more than offering a quality product or service. The consumer experience involves every interaction they have with your business – and the more they feel looked after and cared for, the greater the chances they will remember you in the future,” says Inatomi.
Expert tips for winning over your audience
• Choose a theme for each issue. There are no rules about what you can or cannot talk about in your newsletter. In fact, if you are focused solely on presenting your brand’s offers, you may lose the audience that is interested in learning or being entertained. Don’t forget to be creative when creating your headlines: what would make you click to open this email?
• Set a frequency and stick to it. Many newsletters are published weekly, like a variety magazine. Especially if your brand is new to the market or is just starting out with the newsletter model, avoid spacing them too much. In addition to quality, try to stay fresh in your audience's mind.