“New-Age Content Marketing: The Digital Era”
Digital transformation is the buzzword producing a paradigm shift in the way brands operate, consumers behave, and to a significant degree in the way we conceive marketing. It’s not about viral content, or millions of shares and likes on social media networks; instead, it’s now about loyalty across platforms, with personalized content that pull into the dialogue of the brand.
With a closer look, it’s also possible to observe a trend towards the specialization of content. Today, brands succeed in the market by paying more attention to the consumer and their needs; this is what defines content marketing, especially in visual storytelling.
We are surrounded by content, in all shapes and forms, with more than 27 million pieces published on an almost daily basis. But it isn’t merely a strategy aimed at awakening consumer interest; it speaks to loyalty, with the potential to become part of an omni-channel strategy optimized to change our marketing thought process.
As a consequence of digital transformation, content marketing is now more important than ever before – personalized and digestible, making it easy to open into new channels. In a way, it’s enhanced a company’s ability to explore new markets, introduce new services or products, and increase sales overall.
The best way to understand this train of thought is by analyzing how content marketing is leveraged in different trends and digital technologies. Let’s dive in.
From the perspective of customer experience, some stores now utilize technology to detect customer presence within their facilities; based on the history of purchase or prior interactions, brands are now able to personalize and recommend what buyers might be looking for. In this way, Wi-Fi is used as a marketing channel to better understand the users. It also improves communication via personalization – considering preferences and interests.
Virtual or Augmented Reality
Marriott Hotels recently created a tangible experience of flying out to one of its hotels, allowing prospective visitors to experience the destination and the hotel beyond the scope of secondary research. Virtual reality allows content to flourish via unique experiences and high levels of consumer engagement. A content-led VR experience is versatile but requires you and your brand to invest the time and effort necessary to see it tread into fruition.
This hot trend is a derivative of machine learning and artificial intelligence, allowing companies to solve, monitor, and centralize incidents and queries through social messaging platforms. For example, a few retail sector brands have developed chatbots on Facebook messenger to make it possible for their customers to interact with their virtual assistant no matter the location. The assistant, in turn, recommends products based on personal style, tastes, skin tonality, complexion, and more.
Content marketing is no longer a feature by itself; it blends into newer technologies – and with ease. Today, you can narrate coherent stories about your brand in an innovative manner, thereby establishing a relationship of trust.
It’s about finding the right technology to pair your content with, to make it easier for consumers, and to offer an unparalleled form of customer experience. There are a ton of options already, but what matters is if you’re ready to seize it, the opportunity that is.