Content is central to success as marketing shifts to support multi-channel strategies.
Intent-based marketing, where the content that a customer engages with is based on current needs rather than past engagement, is emerging as the way forward. A connected, cross-functional approach that puts the customer first can begin to enable delivery of these changeable experiences.
Advertisers are using dynamic messaging technology .
Advertisers are using dynamic messaging technology to personalise their messages to customers based on customer segment, response, stage in the purchase journey, the revenue cycle, location and propensity to buy. E-commerce and social media teams are creating highly targeted branded content and engaging content creators to support social media e-commerce, infuencer and live-streaming channels.
Connected content
Connected content requires the tools and competencies to understand increasingly complex and changeable customer journeys. It also requires the capability to deploy the right message through the right channel (be it online or offline) at the right time.
“Modular content also allows teams to create less content with more impact. We have found that tailored help — content designed to help customers along their journey for maximum relevance — has a significant positive commercial impact.”
Gaining competitive advantage
Gaining competitive advantage is getting harder as algorithms start to level the playing field. Out-smarting your competition means using the arsenal that has the greatest potential to impact the outcome within a consumer moment.
We have talked about the right message at the right time for media and called that relevance and context. Context to the consumers interest, occasion or where they are at within that consumer journey. The evidence tells us there are significant levers to drive advantage. The two of the most influential are media spend (or share of voice) and creative.
Percent Sales Contribution by Advertising Element
Source: Five Keys to Advertising Effectiveness, Nielsen Catalina Solutions, August 2017.
https://iabaustralia.com.au/wp-content/uploads/2018/07/Role-of-Creative-in-Digital-Ad-Effectiveness.pdf
And the bar for content relevance and personalisation is being raised. Customers under the age of 30 are demanding faster, more complete, and relevant content as they engage with brands across digital, virtual, physical, and human touchpoints.
The content that is created with valuable time, resource and investment must be relevant to your audience first and foremost to attract and engage them.
