3 Content marketing: a new wave of experimentation
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