Brands are beginning to embrace the importance of content marketing: its use across mobile multimedia, social networking platforms, and search engines. Growth in mobile device usage has changed the landscape in terms of a companies visible online presence. Many brands are starting to realise that content marketing underpins numerous digital marketing strategies.
Traditional marketing has been s staple diet to many large brands for decades, however the digitisation of consumers has changed the way in which brands need to interact with their consumer base. Smartphones penetration has been well documented on a global scale, with the new IPhone 5 C, Apple has realised the importance of emerging markets and their capacity for growth. Whilst not everyone has access to the web on a daily basis, the world is heading that way.
Given that consumers now have an online presence, social media has been rightly flagged by larger brands as an access point to engage with a targeted market demographic.
However, content that is engaging and interesting to consumers is the same content that gets “shared” and “liked” and “plus 1’d” and “retweeted”. This holy grail of content, or liquid content as some might term it, allows companies to further their brand awareness.
Reaching people on smaller screens has become vitally important. Smartphones are on the rise, and tablets are following a similar pattern in growth. While some companies have led the way in responsive sites, others have yet to embrace the small screens that now occupy an ever increasing importance to how communications are carried out online.
Digital marketing should not be seen as a series of isolated efforts, rather it should be seen as an ongoing and integrated approach to using every digital asset you have in order to engage your consumers. Social media, and content have and will continue to impact search engine results.
Products are emerging which allow marketers to market, monitor and manage multiple social networks, as well as email marketing campaigns. Hootsuite, Hubspot and others like them have emerged out of a growing need for marketers to manage several digital and social outlets, in an effort to streamline their digital marketing efforts.
The nature of the “always on” consumer means that marketing communication must take place on a continual basis. Content and social media marketing need a continuous thread of marketing communications, “campaigns” are not a thing of the past, not by a long shot. Rather, in order to maintain an online presence, content needs to be created continually, and published through blogs, websites and social networks along with SEO activity. This is not an easy task, and will continue to require a shrewd use of all available resources. You are pushing your content in order to pull in the masses.
What we have discussed so far, relates to content and textual language communication. YouTube, Vimeo, DailyMotion, Pinterest, SlideShare and Instagram have led the way in visual consumption. Visual information is growing ever popular, and one could argue that it is more important than content and text information. YouTube is in the top 3 search engines globally, Vine(6 seconds) and Instagram’s (15 seconds) mini video snippets provide another avenue for marketers to try to engage with their target audience.
A video embedded on your website, can provide all the answers the visitor is looking for. Global trends suggest that users are watching videos to inform themselves rather than navigating through the various pages of a website.
The consumer landscape is changing, trends are emerging, and marketing as an industry is attempting to embrace these changes. Above all else, digital technology will continue to change how we interact, engage, consume, and communicate with one another and with companies and brands.
From a marketing perspective, change is the only constant.
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