Prediction about Digital Marketing in 2015—Content Marketing

Prediction about Digital Marketing in 2015—Content Marketing

Entering into a new year, lots of marketers begin to make predictions about trends of marketing and content marketing dominates the discussion. According to Danny Tran, online marketing manager, “As Google continues to get better at connecting related search queries, long, in-depth content will become more of a trend.” With the increasing importance of content marketing, controversy came out about the possibility to prove its return on investment (ROI). Many people don’t consider it valuable enough to deliver as much tangible returns on investment as other media initiatives do. My hunch is content marketing will continue to go far and be central in any modern marketing organization.

Simply speaking, content marketing emphasizes on creating content in order to attract and retain customers and almost every business translates content marketing into effective action. Content marketing is effective for three aspects. First, traditional marketing channels such as TV commercials, newspaper and magazine are losing audience and people hardly listening to them. Therefore, content marketing comes in and begins to enjoy popularity. Second, there is a widespread agreement that mobile marketing is forging a bright future thanks to technology. People or potential customers have never been so accessible to content whenever and wherever they are. Third, creating extraordinary content is cost-effective despite the fact that it does take time to create.

As I said before, a lot of contents are created and shared through social media, being unnoticed by audience. Virtually, a repertoire of companies aren’t clever enough or good at creating their content In this case, by consistently creating quality content that’s both useful and interesting and at the same time, optimizing it for search, the business will get ahead of the game. Just keep in mind that writing one amazing post every week is better than generating five poor ones every day.

There are some useful tips to produce quality contents. The first thing to know is that content marketing is a good way to increase awareness and generate word-of-mouth, so it would be helpful to impress people, to let people feel the personality behind the brand and to deliver brand value. Keeping the content consistent is the key to achieve that objective. The second one is to personalize or customize the content instead of adopting a one-size-fits-all approach to let the audience create resonance and feel that the brand is addressing them. However, customizing content means the business needs to narrow their focus too much and this action may go against the original intention. And the last point is to include calls to action in the conversation. Many brands put emphasize on educational and informational content, however, too many of them neglect the significance of creating some nurturing but tasteful content to make it attractive and compelling.

Due to the great value of content marketing, companies want to rank well on Google search engine and there is no surprise that Google is wise enough to charge twice for both website and mobile rank. In terms of the controversy that content marketing cannot provide tangible return on investment, I think it’s effective to withstand the test of time.

 Related links:

http://www.clickz.com/clickz/column/2360865/5-content-marketing-fails-you-re-probably-making

http://www.clickz.com/clickz/column/2355506/the-true-power-of-content-marketing

http://www.clickz.com/clickz/column/2386938/the-year-in-content-2015-predictions-for-content-marketing-domination

Privacy issues in digital world

Privacy issues in digital world

I always get annoyed by a bunch of junk email and bothered by deleting them every day. Sometimes I’ll be happy with the promotions and coupons, but most time I really want to complain about it and cannot help thinking that is it I that need to be blamed for giving email address out or does privacy virtually become an issue calling attention of marketers.

Over the last several years, digital marketing has been the market focus enabling brands to create new ways to find new customers and engage with existing ones. I read an article from ClickZ.com talking about Social Selling, which is defined as “a method for gathering intelligence for potential targets and, as a result, turn an Internet user into a customer using social media”. And then it mentioned some ways to monitor customers during a selling cycle on social media, such as monitoring prospect profiles and status or join key customer groups on LinkedIn, following customers and influencers on Twitter or Facebook and paying close attention to what they are saying, who they trust and learn from, and who surrounds them socially as well.

It is obviously that social marketing is now a crucial way to communicate with future clients, changing from one-way conversation to two-way communication and thus, to reach social success. Collecting customer information and tracking their online and offline activities, in a sense, do benefit consumers. The more information a marketer searched about a customer, the better he/she can tailor its products and service, advertising and in-store shopping experience. Company identified their most loyal customers and then can shower them with special attention and customized offers. Unfortunately, regarding to social marketing, I’ll definitely worry about the privacy violation caused by monitoring or tracking action. Take Netflix as an example. It launched a recommendation contest that was later discontinued. Contestants were asked to create individuals’ “taste profiles,” filing out demographic and behavioral data. The data set will include information about contestants’ ages, gender, ZIP codes, genre ratings and previously chosen movies. The team in the lead will be awarded $500,000 after six months, and the leader will get $500,000 after 18 months. This contest was cancelled in May 2010 for a legal issue that it encroached on customers’ privacy with the first contest.

Actually, privacy issues are not restricted to marketing research. Other areas of marketing have also experienced similar problems such as the mishandled credit card payment information, which put customers privacy at risk. The customer privacy issue is likely to become one of the most contentious problems marketers need to encounter in the coming years. If this continues marketers may soon face greater legal limits when conducting business.

Dirk Rients, director of mobile at DDB, said the best way for company to gain information from customers and avoid scaring them away is to be entirely transparent about what data is being collected and how it’s going to be used. For example, Dirk Rients pay a visit to an Apple store to see how in-store tracking is conducted. He was asked to opt-in to location sharing through his Apple Store App, being explicitly told that Apple would track his movement in the store in order to service him better. The App provides him contextual information on Apple products and alerts him when to approach the Genius Bar for appointment. “It has to provide some value,” Dirk Rients said. But the location sharing process would not stop instantly when customers step out of the store and this is also a controversial problem.

Related links

http://www.clickz.com/clickz/column/2393378/social-selling-for-sales-success

http://digiday.com/platforms/4-unanswered-questions-store-tracking-privacy/

Coke-cola’s Commercial on Super Bowl Game

Coke-cola’s Commercial on Super Bowl Game

You must enjoy the Big Game night on Feb. 1 and may or may not notice the 30 seconds TV commercials. But you must be surprised about the price of this 30 seconds airtime on Super Bowl Game—4.5 million dollars. Since the price is at such a high level,all companies must try their best to promote the brand convey the message and increase awareness and preference.

Among all the commercials on the Big Game, I like the Coke-cola‘s even it isn’t the 5 best ads on Super bowl according to ADWEEK’s rank. Firstly I like this ad’s content and storytelling. When I see the commercial, I don’t see spam, I see the message—Let’s make it happy. We talk a lot about brand narratives and the importance of storytelling to content marketing, but that doesn’t necessarily mean telling the story of the brand itself. It means weaving the brand cleverly and effectively into a narrative that people genuinely care about in everyday life.

As a matter of fact, this piece of ad is all about your daily life. I mentioned above the core message of the commercial is “the world is what we make it and let’s make it happy”. The aggressive and unfriendly comments on social media, the violent news or videos air on YouTube and negative information on billboard usually happen in daily life. As a viewer, I was definitely moved by the moment when everything sad become better and every upset person get happy. The result is a resonance that drills the brand into a deep level of our psyche that’s rarely visited by other commercial content.

I like the ad also for its emotional effects. As reviews posted under the video ad, a question was constantly came up with like is it possible to spill coke on your computer and make such a great change to the internet and to the world and may criticize this kind of unpractical commercial. But as for me, I think Coke-cola put more emphasis on emotional things. As a carbonated beverage, it is really difficult to make the commercial realistic or underscore the functions. Consequently, it is entirely reasonable to create such a sweet moment by depicting a dramatic scene.

Why do people go to the cinema? They go to laugh, to cry, to get sad, angry and experience emotion that lies in between these broad categories. In short, any piece of content marketing needs to be fit for purpose—if it’s an informative piece of video, it needs to inform; if it’s an analysis piece on a blog, it needs to analyze; and if it’s a piece of TV commercial like Coke-cola, it needs to impress audience or to arouse viewers’ emotion (unnecessary to be completely positive emotion). And to this end, with an emotive storyline that explores the meaning of happiness and demonstrates how a tiny change influences people’s mood, the Coke-cola commercial goes into audience’s heart.

The Coke-cola commercial has a very clear idea of who it’s talking to and in this commercial, it bids to increase its standing among internet users. And the ad created a great contrast making the story dramatic and impressive. At the beginning, everything seems unhopeful and full of hate, but a small change completely converted the situation. It actually reminds me the butterfly effects—“the sensitive dependence on initial conditions in which a small change in one state of a deterministic nonlinear system can result in large differences in a later state”. In this commercial, it is the spill of a bottle of coke-cola that makes the internet convey happiness and this trick truly impressed audience and make the brand more powerful.

Related links

https://www.youtube.com/watch?v=ibgvkXm9Qkc

http://www.adweek.com/news-gallery/advertising-branding/5-best-ads-super-bowl-xlix-162716