Five questions to keep in mind for your next content marketing initiative.
“Content is where I expect much of the real money will be made on the Internet.” - Bill Gates, 1996
It’s hard to believe Bill Gates coined the phrase “Content is king” only 18 years ago in a 1996 essay about the Internet - at a time when most people weren’t even online yet. The phrase is such a familiar saw now that marketers are starting to argue for other heirs to the throne including “context” and “distribution.” While it’s unlikely anything will unseat content, it’s an interesting discussion to have. At a recent Cynopsis Digital Monetization Summit, Steve Bradbury, COO of Zazoom conducted a panel discussion that included audience members in an exercise to fill in the blank, “Content and _________ are King.” If we concede that content is king, then what is the next most important element that helps content rule the marketing kingdom?
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Everyone loves a freebie. It doesn’t matter how old you are, how wealthy you are. Whatever your job title, if there’s a freebie up for grabs then you’re automatically interested. For this reason, I’m baffled why many brands are still struggling when it comes to customer data.
The solution is simple: it’s a two-way exchange so you’ve got to give customers something valuable in return for their data – something like an experience, a prize or a voucher.
This is why experiential and data collection are perfect partners; experiential creates numerous opportunities for live market research. Also, experiential is not always a sales tactic so it’s even more important for brands to capture data “in the moment” and grow their database. If the customer is interacting with a brand ambassador face-to-face, it’s easy to gather more information and to offer them something in exchange for that information.
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Snapchat is the new kid on the block. Everyone’s talking about it. But not only is the app a fun, exciting and ‘snappable’ way for people to exchange visual messages with their friends and family, it’s actually proving to be a fantastic communication resource for brands to engage with consumers.
The problem is that brands are yet to really understand and utilise the platform that Snapchat offers. Take a leaf out of the likes of Taco Bell, Acura and MTV UK’s book and you too can get involved in the “selfie” trend rocking the mobile app world.
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“Branding is storytelling, and storytelling is a creative work” - Steve Jobs
The outfit. The restaurant. The conversation. The goodnight kiss. The journey from acquaintances to something more is filled with moments that connect one to another, and while more romantic, it's not much different than the relationship between customers and brands.
While we do love some brands, we ignore most - or at least tune them out. Misguided ads and unoriginal marketing concepts have desensitized us to most brand communications. But those brands that are loved are the ones that were heard. These brands connected with their audience in ways that guided them not just to a sale but also to a relationship. Online or off, the way in which your brand engages its customer along their journey can mean the difference between browsing and brand evangelism.
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From Johnnie Walker to Jose Cuervo, the world's
biggest distiller Diageo knows what its consumers like and how it wants to
reach them. Chris Copeland, marketing and innovation director Latin America
& Caribbean for Diageo recently spoke at The Festival of Media LatAm in
Miami about how it is successfully targeting the emerging middle class in Latin
America, driving growth in the region and what the brand expects from its media
partners. The ‘Sweet Spot’, he says, is global brands, local insights
and borderless media.
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We love a bit inovation in out of home. And just when you think you've seen it all, the University of Technology and Engineering (UETC) surprised us with a fantastic example of utility marketing using the outdoor medium. With the help of BPN and Clear Channel, families in Peru were given access to potable water through... wait for it... yes, a billboard.
Continue reading "The world's first potable water billboard explained" »