The Australian Marketing Institute is the peak association for professional marketers in Australia, with a particular focus on building the professional development of its members. This morning we hosted a breakfast and panel discussion exploring content and its role in marketing.
The session discussed the role of content, particularly in the use of B2B purchase decisions, where the demonstration of expertise can provide a significant advantage. In addition, prospective clients will often undertake an extensive information search using the Internet, rather than discussions with potential vendors.
The workshop highlighted the need to understand the decision making processes, where many individuals can be involved. Content, like other marketing activities, needs to provide a consistent experience that understands the processes undertaken by prospective clients.
Victoria has hosted several prominent events, promoting the role of connecting business acumen with marketing outcomes. Our next event will be the Awards for Marketing Excellence Gala Dinner to be held on the 22nd of October.