Content is King!
A phrase we’ve been familiar with for aeons has never held more relevance in marketing than it does today. With technology becoming all pervasive, backed by instant internet and mobile access, consumer’s consumption and preference for content-led experiences has evolved rapidly. Quality content today has emerged as the bedrock of enabling and facilitating exceptional consumer experiences across the spectrum.
In an era defined by digital, content is an opportunity for brands to carve unique identities and associate with the audience in definitive ways, establishing strong relationships and even commanding loyalty in the long run. On the contrary, unimpressive, predictable and out-of-date content strategies can easily contribute to a loss in brand affinity and consequent shift in the preference from a modern consumer.
In order to have a winning marketing strategy today, there is a need for brands to understand trends shaping content, and experiences that influence a consumer’s journey with a brand.
Fusion of tech innovation and human touch driving personalisation on scale, real time
Content that is tailored to their specific expectations is one of the key asks of modern consumers. According to the Adobe 2019 Brand Content Survey, two-thirds of Indian consumers are more likely to make an unplanned purchase if the content being served to them is personalised. Automation has made content personalisation on scale an accessible and important tool in a marketer’s arsenal. Some of the biggest advantages that come into play with automation are in the form of big data and predictive analytics, as well utilising information from existing and prospective consumers, to predict spending habits, interests, and future needs. For example, MG Motor consolidated its digital properties on a common platform, to leverage insights derived from digital interactions with its customers across multiple channels to help target personalised experiences.
However, unlike popular perception, marketing automation is not just marketing in cruise control; instead, it is efficient deployment and fusion of technology with much-needed human touch to attract consumers.
Voice fast emerging as the new creative content champion
Following the footsteps of the video boom, India has emerged as one of the fastest adopters of voice-enabled technologies over the past few years. A new report by Pricewaterhouse Coopers suggests that the “ease of voice search” will be a big contributor to boost business revenues over the next five years. Such rapid proliferation of voice technology and its increased usage points to potential new areas for marketers to engage with their consumers. As consumers increasingly engage in differentiated ways, especially on their mobile devices, there is a need for more and more brands to come forth and tap this opportunity, experimenting with innovative, trending content mediums to communicate with the ever-evolving consumers.
Rise of new-age third party voices
With social media taking precedence as a primary means of communication amongst today’s consumers, we’ve seen an emergence of new-age Key Opinion Leaders (KOLs). These are social media celebrities who have fast emerged as credible voices shaping popular opinion. What’s interesting to note in this relatively nascent domain is the growing clout of the 'Micro-Influencer', or thought leaders in their respective domains with a small but a loyal follower base. With so much content competing for a consumer’s attention, consumers are more likely to trust authentic recommendations as opposed to celebrity endorsements or aggressive product pushes. Adopting content strategies with micro-influencers as the key channel enhances the possibility of a brand to form a significant relationship with their prospective consumer.
While all the above content marketing strategies are key to communicating effectively with the consumers of today, what’s most critical is the story that is being conveyed to the end consumer, via these engaging and evocative media. What further adds value to a customer is content that is seamless in its messaging, and messaging that stays consistent across devices, enabling ease of access and enhancing a personal connect. In an era of information overload, nothing connects with consumers better than an authentic, timely and relatable piece of engaging storytelling.
The author is Head of Marketing at Adobe India.