I attended a digital marketing conference a few weeks ago that centered around various forms of brand published content which are being pushed out through a number of media channels. As I listened to executives speak about how they are creating libraries of content across their owned properties, I was hoping that the conversation would shift to the consumer experience. I wanted answer to questions such as: How are consumers reimagining forms of media? How are they engaging with brand content? What’s most useful to them as they browse across mediums and screens?
It’s great that brands aren’t stuck at the “like” anymore –
they’re creating content, a lot of it, and pushing it out. But marketers beware;
giving consumers too much to choose from can elicit a negative brand
experience. The growing number of marketing channels is creating ever more options
for consumer engagement. Advertisers should brainstorm and strategize beyond
content creation and develop intricate distribution and syndication plans that
focus on which marketing channel to use based on consumers’ browsing behaviors,
what content to share, how to communicate with the appropriate message and how
to create the most relevant brand experience.
As a marketer, it’s extremely important to know when and how it is appropriate
to engage the consumer. I’ll leave you with a quote, by Evan Shapiro of IFC, that
should be top of mind as marketers navigate brand content : “choice is precious but choosing is a chore”.
1 comment:
I agree with Sara. It is important to evaluate what works and plan a strong marketing plan accordingly. Hence, avoid the platitude everyone should be tweeting. I read an article a couple weeks ago, which highlighted the need not only to focus and spend time drafting interesting content but putting the same amount of energy on visibility as well. It is not enough to have a FBK page and a tweeter if nobody follows you. It is still not enough to have 10,000 likes. Simply having Pinterest and many people repinning your images does not guarantee people buying your product. Websites, social media, email blasts, etc. are all potentially potent tools.
Anyone can create a website, tweet, and/or join Facebook. That is Social media’s magnificent advantage: inexpensive and available to all. But therein also lies the problem. There is so many start ups and groups developing websites and Facebook pages and tweeting that getting them noticed by more than a handful of people (usually our contact list of close friends) is a exhausting challenge. Deleting emails without even reading them has also become more of a current trend . So, the question is... "If no one sees your website, does it really exist? Does tweeting to no one matter? If an email blast is deleted before it was even opened, was it worth the effort to create it?"
Even if content is really important and maybe the most important, we should not forget that in order to nurture a strong a loyal audience we should listen to them and understand exactly where they are and where they live. If they do not tweet what is the logic of having tweeter?
It is also very important to mention that not all social media apps work the same way, and sometimes the audience varies a bit. So, sending me the same exact comment through facebook, tweeter, and email it to me will only exhaust me. Think about each channel and try to exploit its unique power.
http://www.huffingtonpost.com/michael-kaiser/taking-advantage-of-techn_b_1567319.html
Post a Comment