You need to know your dialogue partners to understand what they really need

Main Reaction - The TFL Blog | May 2020

Give people what they really want

I have joined TFL’s marketing communication team about fourteen years ago as a trainee. Since then our task fields, work processes and the ways we communicate have changed quite heavily. Our profession seems to be dominated by a fast pace and overstimulation. In spite of that or maybe exactly because of that, the old basic formula in marketing is more actual than ever before: “Give people what they really want.”

“Content is king” Bill Gates’ statement of 1996 is still true. But in a world where we are faced with countless amounts of information and input being available to us any place any time, the quote by the founder of Microsoft needs to get an update.

“Content is king… as long as it is individual, relevant and offering a real benefit to the consumer.”

It doesn’t make sense to publish tons of texts, pictures, graphics and spreadsheets just because we can in the end no one is taking note of it. The key is to publish the right content in the right place at the right time and of course in a stunning “packaging”. We should be clear and get our message across to our dialogue group instead of hiding it among irrelevant and needless information.

Of course online, big search engines help us to get answers to almost any questions that we might have.

"So, does this mean that we have to supply as much content as possible and let Google and Co. take care of the rest? Not, that’s hardly not what marketing communication is all about."

Our job is to find out exactly what our target group needs and to find out how we can support it as much as possible – online or offline.

We at TFL, and surely some of you might as well, use these “coronavirus-home-office-days” for review and revision. My colleagues and myself are currently having a closer look at our company’s website and apply ourselves to checking, updating and writing its content . The results of our work will be available within the next few weeks to all of you. However, one important thing already became clear to me while foucusing on that task: Preparing individual and relevant content not only helps us understand our dialogue groups better, it helps us get more familiar with our own company. And only if we know what we have, we can give people what they really want.

Dominik, Germany

Marketing communication and Social Media expert at TFL
#footballlover #musician #teadrinker
Send a message

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