3 Con­tent mar­ket­ing: a new wave of ex­per­i­men­ta­tion

ArabAd - - TRENDS -

Con­sumers don’t want brands per se; they want brands that are use­ful and ac­ces­si­ble, or at the very least, en­ter­tain­ing. Mar­keters will con­tinue to pull out all the stops to counter de­clin­ing ad re­cep­tiv­ity. In 2017, we’ll see more branded con­tent and less reg­u­lar ad­ver­tis­ing. Get ready for more na­tive con­tent, short and long form video, branded fil­ters, and emoji and PR stunts.

But it won’t end here.

In the New Year, mar­keters will forge ahead with new tech­nolo­gies like 360 video, aug­mented re­al­ity, vir­tual re­al­ity and ar­ti­fi­cial in­tel­li­gence (chat­bots per­form­ing cus­tomer ser­vice and sales func­tions), mak­ing the land­scape ripe for new creativ­ity. How­ever some of these for­mats are iso­lated, not share­able. Mar­keters will also closely mon­i­tor ef­fec­tive­ness as stud­ies start to show which for­mats con­sumers find an­noy­ing and in­tru­sive, par­tic­u­larly on mo­bile.

These ad­vance­ments cre­ate new chal­lenges for mar­keters.

Far from a con­trolled con­sumer view of a brand (TV, out­door, in­store), mar­keters will face mul­ti­plat­form, multi-

Con­tent mar­ket­ing in 2017 will con­tinue to gain trac­tion at a fast pace. New cre­ative and me­dia pos­si­bil­i­ties, par­tic­u­larly on mo­bile, will drive in­no­va­tion and ex­per­i­men­ta­tion in both con­tent and for­mats as mar­keters look to pro­vide con­sumers with con­tent that is use­ful, en­ter­tain­ing, or both.

de­vice, in and out of walled gar­dens, all dif­fer­ently ex­pe­ri­enced by ev­ery con­sumer. Geo­tar­get­ing will be seen as a com­mer­cial op­por­tu­nity: KFC has used Snapchat ge­ofil­ters in­store, and Snapchat it­self is us­ing ge­ofil­ters to let peo­ple know where to find a Snap­bot vend­ing booth. Brands will move quickly into cus­tomised/ per­son­alised cre­ative con­tent, de­liv­ered in a tar­geted way via pro­gram­matic buy­ing. We will see more se­quen­tial con­tent as mar­keters con­sider us­ing re­tar­get­ing for a more strate­gic and per­sua­sive cate­na­tion of con­sumer mes­sages. Con­sumers will stop see­ing ads for a mat­tress they searched for, and bought, two weeks ear­lier.

Con­tent mar­ket­ing in 2017 will con­tinue to gain trac­tion at a fast pace. New cre­ative and me­dia pos­si­bil­i­ties, #Get­ting­me­di­aright im­pli­ca­tion Mar­keters will have to put away some money for ex­per­i­men­ta­tion with and cre­ation of new con­tent that will ap­peal to the imag­i­na­tion. Tech­nolo­gies like 360 Video, Aug­mented Re­al­ity (AR) and Vir­tual Re­al­ity (VR) will be used to de­velop im­mer­sive for­mats and stronger vis­ual im­agery. par­tic­u­larly on mo­bile, will drive in­no­va­tion and ex­per­i­men­ta­tion in both con­tent and for­mats as mar­keters look to pro­vide con­sumers with con­tent that is use­ful, en­ter­tain­ing, or both.

Mar­keters will try to in­tro­duce emo­tion into this (sup­pos­edly) highly ra­tio­nal, data-driven ecosys­tem as a point of dif­fer­ence, and to cre­ate a longer term bond with the con­sumer. The de­sired out­come of any con­tent mar­ket­ing will de­pend on who they’re talk­ing to, and what they want.

How­ever, mar­keters will start to ex­pect con­sis­tent met­rics that they can com­pare, de­spite be­ing in per­ma­nent beta. The lines be­tween me­dia and cre­ative con­tent will be­come blurred, and at­tri­bu­tion (short/ long term, brand/sales) will be­come more im­por­tant.

Jane Ostler is Sec­tor Man­ag­ing Di­rec­tor, Me­dia & Dig­i­tal at Kan­tar Mill­ward Brown where she leads the UK team work­ing on dig­i­tal eval­u­a­tion with pub­lish­ers, agen­cies and ad­ver­tis­ers

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