The Mining Sector Is Dropping The Ball When It Comes To Marketing In The Digital World
Trump got the memo that traditional media is dead as are the old ways of marketing. Instead he used digital marketing tools and social media to secure a clean sweep victory.
Sometimes I wonder how long it will take for the mining industry to get the memo that the times are a changin when it comes to how to market in the modern world. The lessons keep piling up and the industry as a whole aren’t paying attention.
Look at the election that handed Trump a landslide victory. It didn’t happen because of mainstream media, it was all about citizen journalists using digital media and voters congregating and expressing their opinions on social media websites, especially on X.
The key reason he won is because voters don’t believe the narrative coming out of the Fed and the Biden-Harris administration that everything is fine and it is a Goldilocks economy.
Voters don’t live in the world of fake government statistics. They live in the real world and face reality every time they receive their paychecks and then when they go to the cash register to buy stuff.
Instead of doing things the old ways by watching the mainstream media then talking amongst themselves at the dinner table. They listened to podcasts and watched videos, then got out and expressed their outrage on social media.
Harris dramatically outspent Trump on traditional media and worn out methods to market her story. Trump on the other hand abandoned traditional media and almost flawlessly used modern marketing tools to win by a landslide.
A perfect example of how the mining sector doesn’t get it can be seen in the valuations of the top 3 gold miners. Collectively, they have a market valuation that is around the same as a few hours of trading on one or two big cap tech stocks.
Meanwhile, the gold miners are making money hand over fist with gold trading for well over a thousand dollars per ounce higher than the average cost of producing gold amongst the major gold miners.
Generalist investors are not hearing the extremely bullish argument for gold and the impressive free cash flow growth in gold mining. Why? Because the gold mining sector as a whole is stuck in the Fax Machine Era and dropping the ball when it comes to using social media and digital marketing to get their word out.
It is beyond time that the mining sector gets out there to market in the modern digital world to tell the story of how important mining is to make everything work. Their traditional ways of getting the story out aren’t working.
It certainly isn’t because there aren’t massive amounts of investors out there on social media sites that want to hear about investment opportunities. They are on X and other social media sites listening to podcasts and watching videos and using those platforms to talk about what they think is important.
All it takes from the mining sector is a serious focus on doing the work to provide the content using the tools that investors use every minute of every day.
Bang the drum using modern marketing tools or mining can keep being the proverbial tree falling in the forest that nobody is hearing.
All the best,
Allan Barry Laboucan
