By Chris Lee
“Smart Content”, non-intrusive, personalised and measurable services that respond to the latest shifts in digital marketing, is required to create connections with target audiences. This is the view of Kiosked, a global platform for social and visual content, whose recent report highlights the latest trends in content marketing.
The report was developed using insights from leading industry experts and looks at the concept of Smart Content as a response to the underlying trends and shifts in marketing, retail and content that are changing and shaping the ways in which brands interact with consumers.
“In recent years, media has become decentralised and increasingly intertwined with ecommerce,” said Micke Paqvalén, CEO and founder of Kiosked. “Simultaneously, the explosion of online visual content in the form of videos and images has changed the way consumers engage, experience and consume digital content.”
Paqvalén argues that a new kind of user-friendly and non-intrusive marketing is needed and Smart Content enables that by turning marketing into a service, enabling measurable brand engagement and seamless user experience across all channels and devices while allowing brands to be contextual and relevant to consumers at any given time.
Seven trends in digital marketing
Featured at the Forrester Forum for Marketing Leaders this summer, the Kiosked Smart Content Trend Report 2013 identifies seven major trends that are changing the face of digital marketing, including:
1. Omni-channel retailing – where there is impulse, there are sales: Anything can be a retail showroom and an opportunity to monetise. Brands need to step up and create seamless, optimised and personalised, brand specific customer experiences – no matter the channel
2. Blurring the boundaries: every device is a portal: Every surface becomes actionable. Shopping is virtual, yet real. Our handhelds become actionable shopping magnifiers, giving consumers immense power at their fingertips. Brands and channels blur – retail is branding and branding is retail
3. The dawn of the hyper-visualisation age: The Internet is boundary-free and increasingly visual. New technologies are enabling hyper visualisation, where any object in any piece of media is a portal to other media. Hyper visualised content creates a new engagement point for brands
4. The rise of online video: Immersive, stimulating and always available. The explosion in online video streaming further enables brands to engage with consumers, providing delightful, instantaneous content
5. Age of singularisation: marketing to match your lifestyle: As marketing becomes more granular, content should become a service – interesting, relevant and focused on building relationships. Singularisation occurs when the emotional bond with the object exceeds its material value
6. Content intelligence and the two-way conversation: The rise of available analytics is disrupting traditional media buying. In a world where brands communicate directly with consumers, the role of media agencies and traditional media buying is changing, with the right content at the heart of it all
7. The need for new measurement models: The relationship between brands and consumers has evolved. Why hasn’t measurement? Casting off old models and adopting more relevant, updated models based on quality, not just quantity is the way forward. Direct engagement and new models of measuring it will lead to new business models