Advertising is undergoing the biggest revolution in the history of marketing. Digital technologies bring brands closers to your customers but place more power in the hands of consumers.
Subsequently, marketers have to reshape your content marketing strategy and find new ways of attracting customers and persuading them to choose your brand. But with such fierce competition, how can brands make themselves heard above the noise?
The Digital Advertising Report published by Salesforce indicates that content marketing strategies should include:
- hyper-personalised content
- Data analysis
- Digital tools (CRM, email, SMS etc)
- Social media
- Video content
The number of people using online platforms to interact with brands grows year on year. As digital technologies and online payment gateways make it easier for consumers to buy online, trends will continue to veer towards online shopping.
It is well established that video content is the number one medium with which to reach your customers. Not only that, but there are several video initiatives that are driving consumer trends.
An increasing demand for live streaming has been picked up by social media networks. Experts predict live streaming will generate $70.5bn in revenue by 2021.
The switch to digital platforms is now in its final and ultimate stage. TV broadcasters are all succumbing to the digital revolution and more on-demand and over-the-top packages are being made available.
Brands cannot afford to ignore video
Start-ups are also bridging the gap by providing digital viewers options TV broadcasters do not offer. In the spirit of personalised content, consumers can choose to watch the shows the want to see, when they want, and how they want.
For example, Hearst UK has invested more time and energy to create original video this year. As a result, the company has grown its on-site views by 200%. They also note that quality takes priority over quantity and use data analysis tools to gain viewer insights.
Kissmetrics also notes that marketers cannot afford to ignore mobile users. Google launched the AMP (Accelerated Mobile Pages) to accommodate the increasing numbers of internet uses accessing websites in mobile devices.
The purpose of AMP is to encourage brands to create mobile-friendly websites. Google has since switched to a mobile-first search index and will rank websites in accordance to the user-experience on mobile devices.
It makes sense that video is the most consumed media on mobile phones. On a small screen, video content is much easier to watch in comparison to reading a text document. 75% of Pinterest users say they only watch videos that interest them.
Because most social media users are visiting on mobiles, social networks have stepped up their game in the promoted video stakes. The ongoing competition between the leading social networks at the moment is all focused on who can offer the best video-viewing platform to convince users to log on to their platform.
Reddit recently announced its rolling out video ads, whilst Facebook is promoting vertical videos and social media hosts. With so much focus attracting consumers to video content, brands have to be making video in order to reach customers.
As video content continues to grow in importance, it is no longer good enough to have video as part of your content marketing arsenal – video has to be at the centre of your strategy.