3 Ways to Connect Your Marketing Content
This blog post has been contributed by Mark Hewitt, Group Managing Director, Europe, SGK.
The modern path to purchase consists of thousands of channels. From in-store, to social media, packaging to out of home advertising — customer journeys are incredibly complex to follow.
Brands are finally providing genuine reasons to connect, from relevant product content to immersive brand experiences. That’s why connection is key to driving growth.
Connected experience design uses technology to connect the user from a physical environment to a digital, branded environment — providing richer and deeper customer experiences throughout the path to purchase.
By connecting all touchpoints, brands can optimise their media spend — redirecting budgets from traditional channels into more efficient and targeted connected activities. In the past, consumers have lacked the applications and technology to connect and were often not sufficiently motivated to engage.
The marketplace has changed, and adoption is at an all-time high.
Here are three ways brands are leveraging adoption to deliver connected activities:
Connected packages are imbued with sensors and connectivity in the form of codes. Through these innovations, packaging will be multifunctional and potentially offer a key product component while maintaining consistent messaging throughout the customer journey.
A cereal box that comes out every morning can deliver a different experience each day and as we start to deliver more experiences using AI, custom content becomes available based on location, time of day, weather, and topical news. The opportunities are vast.
In the retail setting, consumers are increasingly expecting immersive in-store experiences. Connected retail is the content between multiple touchpoints within the retail environment including displays, POS, and advertising campaigns.
Connected experience is the connection through the customer journey and is increasingly a focus area for brands and with that a desire to find real value for the consumer. For the first time, brands will understand a clear picture of the product journey beyond the shelf.
Below are three reasons to connect your marketing content:
1. Drives high levels of brand engagement in real-time by targeting buyers/users
2. Enables brands to get noticed and stay competitive by promoting purchase incentives — keeping up with the mass appeal of connectivity
3. Exceed digital category averages by creating distinctive communication assets with fewer resources and budget
Connectivity isn’t just delivering reductions in technology and implementation costs — organizations are also seeing the opportunity to optimize their entire marketing supply chain. These new ways to connect will help brands cater efficiently and effectively to their consumers.
From Physical to Digital: 3 Ways to Connect Your Marketing Content
The modern path to purchase consists of thousands of channels. With unprecedented competitive pressures — retail channels, ecommerce sites, and private label — brands are increasingly challenged and are now navigating many uncharted waters.
From in-store, to social media, packaging to out of home advertising — customer journeys are incredibly complex to follow. The way we consume digital media is changing, and brands are finally providing genuine reasons to connect, from relevant product content to immersive brand experiences.
That’s why connection through content marketing is key to driving growth.
At its core, content marketing is all about creating content that helps the consumer understand your product or business better. Through the various forms of content, brands must be careful to execute in a way that does not interrupt the journey and provides consistent messaging that ultimately delivers value.
Effective content marketing covers all stages of the customer journey — from awareness to consideration, decision to advocacy. For each of these stages, consumers require different content to meet their needs.
In the past, consumers have lacked the applications and technology to connect and were often not sufficiently motivated to engage with brands. However, the marketplace is digitally advanced, and adoption is at an all-time high. By connecting all touchpoints, brands can optimize media spend — redirecting budgets from traditional channels into more efficient and targeted connected activities.
Here are three avenues brands are leveraging to deliver connected activities:
Packaging. Physical products connected to the internet offer dynamic consumer experiences at the point of consumption. Connected packages are imbued with sensors and connectivity in the from of codes. Through these innovations, packaging will be multifunctional and potentially offer a key product component — generating data as it move through the supply chain and into the hand of the consumer.
For example, a cereal box that comes out every morning can deliver a different experience each day. With the help of IoT and artificial intelligence, brands can create custom digital content based on location, time of day, weather, topical news. The opportunities are vast!
Retail. With ecommerce nipping at the feet of successful retailers, getting noticed is more difficult than ever. While consumers are increasingly expecting immersive in-store experiences, mixing your brand message while staying consistent, fresh and interesting is a tall order. To create retail experience that impact modern consumers, brands are getting creative.
For sneakerheads, that could mean a brand takeover or a pop-up — leveraging light, space, and interactive experiences.
Image credit: IDL Worldwide
Experience. IoT technology presents a huge opportunity for brands to engage directly with consumers throughout the customer journey. Harnessing meaningful data is increasingly a focus area for brands to meet the demand to provide real value for the consumer. For the first time, brands have a clearer picture of the product journey beyond the shelf.
When a consumer is actually holding your product, they can learn vital information like: where is this product from? Is it genuine? How can I re-order? How was it made? What rewards does it unlock? What is in it?
In essence, you are opening up a two-way media channel with your consumers where you deliver content and experiences and the consumer provides feedback, which leads to further innovation.
By leveraging technology, brands can connect the user from a physical environment to a digital, branded environment, providing richer and deeper customer experiences throughout the path to purchase.
Here are four benefits of connecting your marketing supply chain content:
- Builds direct-to-consumer relationships through product engagement
- Understand how, where, when products are being used
- Keep pace with consumer demands for transparency, personalization, and sustainability
- Stay competitive by leveling the first-party data playing field
By optimizing the marketing supply chain, drive high levels of brand engagement to targeted buyers/users. Creating meaningful digital content will help brands cater efficiently and effectively to their consumers.
Content Marketing: What it Means for Brands in 2019
This blog has been contributed by Lian Stevenson, client solutions engagement manager, SGK.
Content. Do you really know what it is and what it means for your brand? When you think about the customers shopping for your brand, have you considered what that journey looks like?
We live in a world overrun with so many different channels, all demanding some kind of content. During that path to purchase, a customer will touch or see your brand a multitude of times and that content experience is a key influence to driving sales.
Consistent messaging across a variety of channels can improve purchase intent by 90% and brand perception by 68% and 1 in 3 consumers will choose a different product to their intended purchase as a result of poor information.
That demand for content is giving brands a challenge. A significant increase in content spend when budgets are increasingly being reduced or restricted.
For many brands embarking on that content journey or even if they have a degree of maturity along that journey, they all acknowledge that their content could be better, but their challenge is knowing where to begin to improve it. Start by asking ‘what content do you produce?’ and whilst this might appear to be a relatively simple question, what we often get is a response that is fragmented, incomplete and inconsistent. In most organisations content and product data in general is dispersed throughout multiple internal business systems, partner networks and supply chain networks.
Some of the most common observations we’ve found include:
- Different definitions of what is considered to be content within an organisation
- Many departments work in isolation
- Each department will create their own content based on their own needs, strategy and budget
- Different partners and agencies create content
- There is no single source of created content (multiple locations, drives, systems, sharepoints)
- The same or similar content is created by different departments
- Brand integrity is diluted
- There is no single owner of content
- Global processes are even more complex
The digital marketing solution to this growing content demand is not about creating more content, it’s about how you can make your content work harder.
How can you create one piece of content and then repurpose it for use in other areas? This could be as simple as taking one product shot in multiple formats that will enable you to use it across different channels. Sounds simple enough but in order to do this you have to rethink your approach to digital content.
It has to be an organisationally collaborative approach that defines and aligns four key areas:
Brand strategy: the value proposition for each market segment
Brand experience: the feelings the brand wants to inspire people
Customer experience: the sales channels in which the customers interact with the brand
Consumer experience: the end consumer’s interaction with the brand
When we talk to our clients about Content Optimisation, we work with them to dissect and break down their content journey, or Ecosystem. We start with the journey of the end customers and the touch point they interact with.
By looking at who is involved in creating content, the systems in place to manage, hold and deliver content, the content channels and the end users, it seeks to identify, in detail where the problems lie and its route cause in order to build the framework and solution to deliver improved content.
A common question we get asked is whether we can build a DAM system for a client’s content. We can of course build a DAM, but we first have to understand what it’s intended use is. As we work with them look at their content ecosystem and their content journey, the end solution is often very different.
Only by truly understanding your content ecosystem can you start to build the foundations for a more focussed, structured, centralised, streamlined and ultimately improved content strategy.
So, as you think about creating a new piece of content, think about it in the context of your Content Ecosystem and consider how it can be leveraged across the organisation and make it work harder.