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Content marketing and omni channel marketing for brand curiosity
- 1. 1 Unit No – 4 Presented By, Ms. Snehal Hole Content Marketing for Brand Curiosity
- 2. • In a nutshell, content marketing is a marketing approach that involves creating, curating, distributing, and amplifying content that is interesting, relevant, and useful to a clearly defined audience group in order to create conversations about the content. • Content marketing is also considered to be another form of brand journalism and brand publishing that creates deeper connections between brands and customers. Content Is the New Ad, #Hashtag Is the New Tagline
- 3. • Content marketing shifts the role of marketers from brand promoters to storytellers. • Content marketing has been a buzzword in a recent years, and it is being touted as the future of advertising in the digital economy. The transparency brought by the internet has indeed given birth to the idea of content marketing. • An advertisement contains the information that brands want to convey to help sell their products and services. Content, on the other hand, contains information customers want to use to achieve their own personal and professional objectives.
- 5. Step 1: Goal Setting Before embarking on a content-marketing journey, marketers should define their goals clearly. Without proper objectives in place, marketers might become lost when they dive deep into content creation and distribution. Their goals should be aligned with their overall business objectives and translated into key metrics, against which the content marketing will be evaluated. • Content-marketing goals can be classified into two major categories. The first category is sales-related goals; these include lead generation, sales closing, cross- sell, up-sell, and sales referral. • The second category is brand-related goals; these include brand awareness, brand association, and brand loyalty/advocacy.
- 6. • Once the objectives have been clearly defined, marketers should determine the audiences they want to focus on. Marketers cannot simply define the audiences in broad terms such as “our customers,” “youth in general,” or “decision makers.” Defining a specific audience subset will help marketers create sharper and deeper content, which in turn contributes to the brand’s effective storytelling. • As with traditional segmentation, the audience perimeters can be geographic, demographic, psychographic, and behavioral. Step 2: Audience Mapping
- 7. • The next step is to find ideas about what content to create and to perform proper planning. A combination of relevant themes, suitable formats, and solid narratives ensures a successful content-marketing campaign. • In finding the right theme, marketers should consider two things. First, great content has clear relevance to customers’ lives. • With all the information clutter, content must mean something to the audience to avoid being dismissed. Step 3: Content Ideation and Planning
- 8. • All the activities that we have discussed lead to the most important step, which is the content creation itself. Successful content marketers know that content creation is not a part-time job that can be done half-heartedly. • Content creation requires enormous commitment in terms of time and budget. If content is not high quality, original, and rich, a content-marketing campaign becomes a waste of time and sometimes backfires. Step 4: Content Creation
- 9. •High-quality content is useless unless it reaches its intended audience. In a sea of content, it is easy for a particular content to get lost in transmission. •Marketers need to ensure that their content can be discovered by audiences through proper content distribution. •There are three major categories of media channels that content marketers can use: owned, paid, and earned media. Step 5: Content Distribution
- 10. • The key to a strong earned media distribution is a content amplification strategy. Not all audiences are created equal. When the content reaches key influencers in the intended audience group, that content is more likely to go viral. The first step marketers should do is to identify these influencers. • They are respected figures in their communities who have a sizable group of engaged followers and audiences. They are often content creators themselves who have built their reputation over time with great viral content. They are considered experts in their communities. Step 6: Content Amplification
- 11. •Evaluation of content marketing success is an important post-distribution step. It involves both the strategic and the tactical performance measurements. •Strategically, marketers should evaluate whether the content-marketing strategy achieves the sales-related and the brand related goals set in Step 1 Step 7: Content Marketing Evaluation
- 12. • In essence, marketers need to track content performance across the customer path with the help of social listening and analytic tools. There are five categories of metrics that measure whether the content is visible (aware), relatable (appeal), searchable (ask), actionable (act), and shareable (advocate).
- 13. • The key advantage of content marketing over traditional marketing is that it is highly accountable; we can track performance by content theme, content format, and distribution channel. Performance tracking is very useful for analyzing and identifying opportunities for improvement at a very granular level. • This also means that content marketers can easily experiments with new content themes, formats, and distribution channels. Step 8: Content Marketing Improvement
- 14. Omni channel Marketing for Brand Commitment Integrating Traditional and Digital Media and Experiences
- 15. • Omni channel marketing— The practice of integrating multiple channels to create a seamless and consistent customer experience. It requires organizations to break channel silos and unify their goals and strategies. This will ensure a concerted effort across multiple online and offline channels to drive customers into making the commitment to purchase. The Rise of Omni channel Marketing
- 16. • As customers become increasingly mobile and connected, time becomes the scarcest resource in their lives. They choose brands that provide the convenience of access and transaction. • They expect companies to deliver instant solutions to their needs without the hassles. The speed of delivery is often as important as the products and services themselves. In the “now” economy, real-time marketplaces— Trend 1: Focusing on Mobile Commerce in the “Now” Economy
- 17. •Mobile phones are arguably responsible for this. No other channels beat mobile phones when it comes to proximity to customers. Moreover, no other channels are as personal and convenient as mobile phones. Therefore, when start-ups flood the market with their on demand services, the adoption level is unprecedented.
- 18. • In brick-and-mortar stores, customers often face the daunting task of browsing through a multitude of choices on the shelves and making a purchase decision. Marketers need to assist customers to discover and ultimately purchase their brands amid the clutter and noise within stores. • Sensor technologies (e.g., beacon, near field communication (NFC), and radio frequency identification (RFID)) provide solutions to this problem by bringing “webrooming” into the stores. Trend 2: Bringing “Webrooming” into Offline Channels
- 19. • The approach of using machine-to-machine connectivity (the internet of things) brings the simplicity and immediacy of the “webrooming” experience into the offline shopping experience. It allows offline channels to engage customers with relevant digital content that facilitates purchase decisions, such as product details and reviews from peer customers. It significantly enhances the overall omnichannel experience and, more importantly, helps marketers improve sales. Trend 2: Bringing “Web rooming” into Offline Channels
- 20. • In the digital era, customers can purchase products and services effortlessly and instantly. They can also access a wealth of trustworthy content to facilitate their decision making. But online channels will most likely never completely replace offline channels. • Offline shopping is about using the five senses to experience products and services before committing to purchase. Moreover, brick-and-mortar shopping is all about social lifestyle and status; people expect to see and to be seen by other people when they shop offline. It is also about the human- to-human connections that usually happen in offline channels. Trend 3: Bringing “Showrooming” into Online Channels
- 21. • In recent applications, “showrooming” and “webrooming” rely heavily on mobile devices (phones and wearables) as the main interfaces for the customer experience. • Beyond their role as interfaces, mobile devices are also effective data- capture tools. • Mobile devices serve as the bridge that connects the digital world with the offline world. • Marketers are now able to view a seamless picture of customers navigating across online and offline channels, something that was previously not possible. • The rich customer data that marketers can potentially capture include customer demographics, customer journey patterns in offline channels, browsing patterns in online channels, social media activities, product and promotion preferences, and transaction records, among others. Optimizing Omnichannel Experience with Big- Data Analytics
- 22. • Capturing the data is extremely useful for marketers to optimize channel operations. Knowing where customers walk and spend their time inside a store allows marketers to optimize the store layout and visual merchandising. • Understanding which promotion works for each individual customer allows marketers to tailor their messages accordingly and avoid sending irrelevant spam. Being able to know exactly where customers are located at any given time makes it possible for marketers to engage them with real-time offers.
- 23. • Moreover, marketers can use collected data for predictive analytics. Tracking historical transaction patterns helps marketers predict what customers will buy next. • It ultimately provides the opportunity for marketers to anticipate future customer demands and manage their inventories.
- 24. • To develop a good omnichannel marketing strategy, marketers need t view the customer path on a more granular level. Marketers need to map all possible touchpoints and channels across the five A’s Step-by-Step Omnichannel Marketing
- 25. • The first step in developing an omnichannel marketing strategy is to map all possible touchpoints and channels across the five A’s. • A touchpoint is defined as every direct and indirect customer interaction, online and offline, with a brand and/or other customers in relation to the brand throughout the customer path • It is usually described as an actual action that customers take when they are in each stage of the five A’s. For example, in the aware stage, customer touchpoints include learning about a product, whereas in the act stage customer touchpoints include purchasing a product, using the product, and servicing it. Step 1: Map All Possible Touchpoints and Channels across the Customer Path
- 27. Step 2: Identify the Most Critical Touchpoints and Channels Figure 10.2 Identifying the Most Popular Touchpoints and Channels
- 28. • The next step is to evaluate and improve the most important channels across the most critical touchpoints, which will determine the success of omnichannel marketing. • Companies should also allocate additional financial resources to those important elements. • To deliver a truly omnichannel customer experience, companies should also create an organizational structure that can operationalize the strategy • Companies should break the organizational silos and connect the internal teams responsible for different channels so that they can collaborate to deliver that seamless and consistent experience Step 3: Improve and Integrate the Most Critical Touchpoints and Channels