Brands are looking for new trends and channels for the native provision of content, fitting into everyday life and the latest technologies, which expands the usual boundaries and formats of communication with consumers.
In the ongoing debate about the perspective of value and perception of content should be taken into account that the companies that have achieved the greatest success in the past few years, always put content in the first place in their strategies.
When entering the free market, the focus will be on the amount of useful content; with a saturated market, the key task will be only rare but exclusive content.
According to studies, 75% of the most successful marketers regularly use content, while among other survey participants, this figure is 59%. Brands build different algorithms to maintain organic involvement. The main task of any algorithm is native assistance in finding suitable content with the subsequent desire to subscribe to it.
Reality does not happen much
As the popularity of new devices grows, brands start experimenting with AR content. Virtual and augmented reality, panoramic video — new technologies that can cause more vivid emotions, rather than when viewing ads. Work in this direction will not only attract the attention of consumers, but also increase brand loyalty.
For example, Apple is working on creating glasses with augmented reality that will allow you to visualize images in interactive holograms, process data, connect to the Internet, allowing users to interact with them, winking or nodding.
Augmented reality will change your perception of work, study, games and interaction with the outside world. And this is just the beginning. Welcome to the new world. — Apple comments on new developments.
Brands create communities
The evolving direction of content marketing, implying any format, from creating a group on social networks to launching specialized platforms to unite brand bassins with privileged status, for example, with access to exclusive resources. One of these communities is Microsoft’s Xbox Ambassadors program, its members help moderate the Xbox forum, host themed shows, create video content. Brands such as Lego, H & R Block and Random House already have their communities.
From advertising to media
Podcasts and storytelling have surpassed all expectations in their success stories, and therefore more and more brands are starting to work as full-fledged media companies. Adobe CMO.com is one of the best resources for executives, AirBnB publishes its own magazine, Red Bull created its own media company, and Arrow Electronics acquired 51 media and created the largest media company in the B2B electronics industry: it covers 76% of US engineers.
Netflix has acquired the media comic book publisher Millarworld. This is an important step of the brand from licensing other people’s content to creating their own intellectual property.
Brands are positioning a course of marketing self-sufficiency through expansion within the company.
Content is being developed for voice search
According to Google statistics, last year 20% of online queries were carried out via voice search. It is expected that by 2020 this number will increase to 50%. At one time, content was optimized for Web 2.0 and mobile devices, the time came for voice search.
According to Statista, there are approximately 4 billion people in the digital information space around the world. This means that almost half of the world’s population is connected by gadgets, and this is a fairly large market.
Car marketing channel
Unmanned vehicles give rise to additional time resources from drivers, which will lead to the possibility of using this resource to offer useful content. So, BMW, with the release of an unmanned vehicle roller, clarified that the driver will be able to completely distract from the road, in connection with which some brands have already started experimenting with a new marketing channel.
Content is no longer marketing
Content is a necessary component of the life of each person, which means its introduction into all spheres of human activity, determines his need for replenishment and updating. With the development of technology, the consumer becomes more informed in various industries, and this is a direct indication to brands on the expansion of boundaries and parameters in presenting useful, necessary and interesting information and reporting it on various channels in their respective formats.
Content ceases to be marketing, it is not for sale and does not disguise as a trademark. It does not impose anything and has a wide meaning and value — both for the brand and for the consumer, because it no longer communicates with the consumer, it communicates with people.
It has become obvious to brands that consumers forget what they are promised, say or do, but they never forget what makes them feel.