Five Ways To Reimagine Content For The Mobile Shopper

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Creating Content for engaging and retargeting the audience, can make all the difference to your campaign performance, from generating awareness to increasing conversions. As you have a large set of audience that may have visited your brand’s site, you may choose to select a sub-segment for retargeting depending on your campaign objective. To know more about Best Practices For Cross-Device Mobile Retargeting, Click here.

Here are five ways to create content for retargeting  and engaging the mobile audience.

Content With Choices

BuzzFeed video on Tasty “Chicken Wings – Four ways” hit nearly 44 million views in less than a day. Giving content choices for your mobile shopper within a mobile video increases the engagement.

Takeaway :  Mobile Video gives publishers and brands a chance to showcase choices in an engaging format.

Advertising : Add a Call To Action that allows users to interact either with a shoppable feed or links to advocacy program.

Content That Targets A Segment

Include content in your posts that retarget your site visitors with ideas that are likely to engage them for a purpose or an occasion.

Takeaway: Create content that will answer search queries for a segment. In the above example audience looking for Game Day party ideas will get a view of Gifts and Game Day treats at a go.

Advertising: Google’s RLSA can help you promote your content for engaging the users that have browsed your retail site, but have not purchased. For Cart abandons, targeting audiences with content campaigns based on intent or behavioral signals can repurpose content for relevant search queries.
Google’s Text messaging can help you reach audiences that may have looked up your offers and deals for special promotions,targeting them with a text messaging campaign to sign up for content updates can turn them into repeat visitors.

 

Content That  Converts

Create content that generates interest optimized for search queries. Instacart an online grocery site allows users to browse recipes for an occasion and add ingredients directly to the cart from any of the featured brands. This takes the user a step ahead in mobile shopper journey.

 

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Takeaway : Target and segment your content that is most likely to generate interest as seen in Instacart’s example for Game Day recipes. Include shopping options within the content which is a step ahead of user reviews as it allows users to add the ingredients at a glance and on the go.

Advertising: Facebook’s Social Media Posts from publishers provide a greater reach and obtain a higher number of viral impressions. Activate any enhancements that you have with offers that are likely to be popular for an occasion. Update the product Landing page with user-generated content that audiences are most likely to share.

Snackable content

Use content on your brand site that provides audience a number of options at a glance with bite sized content pieces as can be seen from Target’s Lookbook for Spring 2016.

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Takeaway : Target audiences with a context and engage with formats that are viewable at a glance and on the go.

Advertising: Instagram Video ads are known to deliver results for visually driven mobile consumer. Update the product Landing page with user-generated content that audiences are most likely to share.

Content With Value

Reengage and retarget audiences that have earlier visited your site for different occasions with a new value offer. Brands can promote gift cards with an offer for a special theme.

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Takeaway : Creating offers-led content can re-engage users who may have looked for gifts earlier. Segmenting your users based on the past purchase behavior can help you promote the content at the right time.

Advertising :If Your customers convert at a later stage, promote posts and Shopping Campaigns and Search Ads with offers and deals when they are most likely to click-through and convert. Use Dynamic search ads and layer RLSAs onto DSA campaigns for optimum results.

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Video Engagement Strategy – Makeover Ideas, Unboxing and How To Videos

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Food and drink, fashion and style, and mobile phone unboxing videos have seen 42 percent, 90 percent, and 200 percent growth in popularity, according to ThinkWithGoogle. With over 20 Million search results for Unboxing, one in five consumers report watching an unboxing video, according to Google Consumer Surveys.

Planning your content for the omni-channel and mobile-first audience for all moments when consumers are most likely to engage with your brand, require marketers to be ready with a Video Content strategy. Time spent on unboxing videos is highest during the holiday season, however, unboxing video remains relevant from summer and spring to Black Friday and Back to School.

 

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The equally popular tactic for Video Content is How To Videos and Makeover Ideas. Identifying the right content tactic for your video requires, knowing how audiences are interacting and engaging with Video content. According to a study , by Ascend2 among 228 marketers, Demonstration and Explainer videos were found to be effective by 51 percent of the respondents.
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Know Your Audience

Know who you are targeting with your video content. Segmenting your audience based on the interest, consumer behavior and past purchases can help you understand their content needs and create video content that resonates. A good example here is Walmart’s Video content strategy for the holiday season with content that targeted Gift Giving and DIYers segment. The Gift Giving segment was targeted with a series of videos on YouTube and Facebook that engaged the segment with interesting ideas for gifting.

The DIYers segment was targeted with a series of content ideas for simple to do recipes and Party planning tips.

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Map The Customer Content Journey

Video platform provider Ooyala reports that viewing on mobile devices accounted for 44 percent of over-the-top video viewing among its customers in the second quarter of 2015. Mobile audiences that are multi-screening have a different customer journey and targeting the audiences with video content when they are most likely to visit the brand site or creating a recall for your products requires targeting them within engaging contexts.

Video Posts are seen to be performing better than other post types across social media platforms, driving more shares and engagement. Social Media content that is shared most is often found to help audiences Discover or gain knowledge, helps them relive experiences or shares tips and tricks that pass along value.

 

Identify the Content Need Gap

Identify the content need gap for your audience. Target Your audience with content that is most likely to be shared as audiences of different age groups prefer different content. depending on your core audience decide on the Mobile Video Content for your brand. According to Contently, Millennials prefer funny content, while the older audience prefers a Storytelling approach.

Create A Series

Promoting your video content with a series of posts engages audiences better. As the loops are known to increase the ad recall, video views are significantly boosted for your content with a series of social media posts or native video content.

Promote across Networks

Promoting across networks boosts engagement and provides a lift to brand metrics.

Supers work hard at getting the viewer attention

For the mobile-first audience a video engagement strategy that highlights text creates greater recall and viewer engagement.

Create an Experiential Engagement

Ikea’s Home tour video series creates a unique experience showcasing makeover ideas and a site experience that links to the product feed for products that are used in the Makeover series.

 

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Influencer Posts 

Influencers are seen to be effective in getting your content viewed and noticed. An influencer is known to generate significant social media buzz, with top 5 percent of influencers generating 15 percent of recommendations and creating three times the Impact, accounting for 45 percent of social influence,according to a study by McKinsey & Co.

 

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Sixteen Ways To Prime Your Brand Content For 2016

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Brand Content for Discovery and amplification can bring better campaign ROI for your brand. Campaign reach on Digital channels brings reach beyond the targeted audience with content amplification. Here are sixteen content marketing tips that can prepare your Brand Content for the mobile-first and digital audiences.

Content That Engages

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Snickers launched Super Bowl 50 contest with a Facebook post, where audiences can participate in an online game to win prizes from December 28 till the end of February 2016. According to the press release, Mars Chocolate North America and Wrigley will kick off 2016 with the company’s first joint-selling program in honor of Super Bowl 50. The Sweet 50 campaign will  be supported by 360-degree activations, joint in-store support, and relevant consumer promotions around Super Bowl 50.

The prizes that can be won are:

  • Instant win prizes: 1,000 USD 75 NFL Shop Gift Cards, 150,000 Free SNICKERS Bars, and 150,000 Free SKITTLES (awarded as coupons).
  • Grand prize party packages: USD 2,000 Best Buy gift card, USD 500 Visa gift card, USD 100 Party City gift card and USD 75 NFL Shop gift card.

 

Engaging your  audiences with  co-promoted Brand Content can bring newer followers for your brand and at the same time increase recall for your campaign. The co-promotion is powered by shopper insights.

  • 97 percent of consumers who buy non-chocolate confections also buy chocolate.
  • 76 percent of consumers who buy chocolate also buy non-chocolate confections.
  • 67 percent of grocery shoppers who intend to buy just soft drinks and salty snacks end up buying confectionery.
  • The velocity of Mars-Wrigley products grows by 15 percent when merchandised near non-confectionery snacks.
Takeaway: Engage different audience segments with co-promoted contests based on shopper insights. Content Discovery for Mobile audiences takes place through the buyer journey,and content that is targeted at fans for brands that are bought at the same time increases the probability of consumers discovering your product. Using the right format, networks and time is important. Viral impressions from publisher posts is higher.The incidence of viewing video content on Smartphones is 98 percent for 18-34 years old.

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Advertising:  Targeting Mobile audiences with App messaging on entertainment apps and text messaging and Instant messaging campaign can help brands reach the younger audiences. Native Ads are seen to increase Brand Favorability and Purchase intent.

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Content That Entertains

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Humor and Action led content is seen to be a common creative approach for Brand Content that is viewed and shared . Viral posts are seen to evoke emotions that can be described as Amusing, Surprising, Heartwarming, Inspiring and Shocking  as analyzed by BuzzSumo from a study of 1 Million posts.

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Takeaway Content that entertains and at the same time is emotionally evocative is likely to be shared and viewed more.
Advertising:  Targeting Mobile audiences  on popular entertainment apps with a native video advertising campaign or promoted posts for featured publishers with branded content properties can boost the engagement for your content and improve content marketing ROI.
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Content With Purpose

BdastContent that is created with purpose resonates better with audience. For a trending topic, giving options to different audience segments brings better engagement. BuzzFeed’s post “Seven day Clean Eating Challenge” gives comprehensive options for Healthy eating for all days of the week.

Walmart’s content for the Holiday Season with ideas that are accessible from the main menu focused on making holiday entertainment moments rewarding for engaged content users with tips and tricks. Among other recipe ideas Walmart’s site allows for user reviews that users can browse through for inspiration. The ideas for cupcake recipes  have a featured section with recommended recipes that helps users browse through other recipes of interest.Walmart’s content  has been designed to give a seamless experience for users who are looking at planning and entertaining. With a clear content strategy Walmart engaged different segments of Gift shoppers as well as those that entertain at home.

Takeaway: Create content that will answer search queries for all segments for a topic. 

Advertising:  Google’s  RLSA can help you promote your content for engaging the users that have browsed your retail site, but have not purchased. For Cart abandons, targeting audiences with content campaigns based on intent or behavioral signals can repurpose content for relevant search queries.

  • intent: user intent as expressed by the search term entered into the Google Search engine
  • behavioral signal: a previous visit to your website is generally a strong signal that the user is more likely to convert on your site than a searcher who has not yet visited your site

Google’s Text messaging can help you reach audiences that may have looked up your offers and deals for special promotions,targeting them with a text messaging campaign to sign up for content updates can turn them into repeat visitors.

 

Content That Influences

Creating content which has an influence value as a work of an artist or a social media celeb brings newer audiences to interact with your brand. Starbucks regram of Paulo Asi latte art has earned 292 K likes making the Brand Content a focal point for the art in the post.”If you can dream it, Instagram latte artist Paulo Asi can create it”. User-generated content is one of the ways of creating an influencer campaign.

Takeaway Use Influencers to engage audiences that your advertising cannot reach with varied interests.
Advertising Promoting Influencer content with publisher posts and social media shares. Influencer posts can inspire fans to share more content that engages their fans creating a viral effect.
Content That is Co-Created

Brand Content can help create attractiveness for your brand that makes audiences look for inspiring ideas and return to your brand site for inspiration.

Takeaway User Generated and Co-created Content that appeals to other viewers creates more social media shares and better engagement for your posts..
Advertising Doritos Crash the Super Bowl contest is an example of Co-creation that has successfully engaged audiences with content that is advertised across channels and social media networks.

 

Content That Is Shareable

Content that is seen as shareable by the audiences often has an interesting twist that engages audience by piquing audience interest. The same phenomenon is seen for most posts that makes the audiences look intelligent.

Takeaway: Brand Content that piques the audience interest is most likely to be shared.
Advertising: Mobile Video and Messaging Apps Campaign Can engage  audiences where they are most connected.
Content That Provides Social Proof

As high as 65 percent of the consumers share content from friends and family members. As high as 36 percent of customers trust recommendations from colleagues and 23 percent of consumers trust content from companies whose products they do not buy and as high as 43 percent of consumers trust content from companies whose products they buy.

Takeaway : User Generated Content and Referral Marketing Programs through the customer journey creates social proof.
Advertising:  Include user-generated reviews in your ads as far as possible or on the brand site.
Content That Generates Interest

Know how your audiences are discovering content and promote your content with posts featured for those publishers. The Huffington Post, featured deals for Star Wars fans with links to the sites where audiences are most likely to find the merchandise, with links to the landing page.

 

Takeaway: Publisher content that your users are most likely to be looking for can feature brand content, such as reviews that can help you up sell or convert .

Advertising:  Facebook’s  Social Media Posts from publishers provide a greater reach and obtain a higher number of viral impressions. Update the product Landing page with user-generated content that audiences are most likely to share.

Content That Is Suitable

Design your posts to connect audiences with a context. Feature products and content that audiences find relevant within a context.

 

Takeaway : Create content that will answer a specific query within a context.

Advertising:  Facebook’s Promoted Posts and Twitter’s Promoted Tweets as well as Facebook offers can be used to promote the offer during the holiday season. Update the Offer Landing page with content that audiences are most likely to share.

Content That Is Snackable

As important as it is to make appealing and engaging content for gaining shares, Content that is snackable is most likely to be acted upon. Content Hacks that are presented in a visually engaging format which are more likely to be viewed. With video providing the entire experience in one go, audiences looking for answers or further information will visit the brand site. Engaged audiences that have gained information required are most likely to complete the purchase.

 

Takeaway : Creating Snackable content not only answers a query within a context, but helps audiences decide with relevant information.

Advertising : Formats that engage users with an engaging tagline can help you get the winning content piece. Start with how the content helps your audience. Use the advertising format on Social Networks that is appropriate for promoting your post.

Content That Provides Value

Content that is focused on giving audiences value with ideas that are time-saving and give rewards to audiences. The value can be customized for different audience segments.

Takeaway : Creating offers-led content can re-engage users who may have looked for gifts earlier. Segmenting your users based on past purchase behavior can help you promote the content at the right time.

Advertising : Timing Matters. If Your customers convert at a later stage, promote posts and Shopping Campaigns with offers and deals when they are most likely to click-through and convert.

Content That Is Preferred

Audiences engaging with a certain topic prefer to receive stories around the topic. To create content preference, create engaging content based on topics that audiences like.

Takeaway : Topics that are preferred by your audience are based on their interests. identify  your audiences interests and create content that brings them back to find out more about the topic.
Advertising : Publisher posts and influencer posts around the topic can bring more audiences.
Content That Is Memorable

Create recall for your content with unique elements that make your content memorable. This can be done with effects such as time-lapse or loops that make for repetitive viewing or something extraordinary.

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Takeaway : Elements that are unique to your content makes greater social media buzz.
Advertising: Native Video advertising can bring best results as it has higher recall.

 

Content That Converts

Content that retargets site visitors and fans in the path to purchase is most likely to convert. Targeting audiences with content value proposition that is convincing and compelling brings higher conversion. creating conversations in consumers path brings them back to brand content looking for specific queries that are likely to increase conversion. At the same time increasing the likelihood of your content being discovered creates more conversations that lead to conversions.

 

Takeaway :  Content Value Proposition defined to answer specific need for content. Publishing content that answers a specific content need for your audience engages audiences through the purchase path.
Advertising: Native video advertising and content partnerships are likely to bring greater conversions.
Content That Brings Your Audience Back

Content plays a role in retaining your audiences. To retain audiences, update your content value proposition to remain in your audiences’ content eco-system by knowing your audience’s content needs.

Takeaway : Update Your Content Value Proposition to bring your audiences back. 
Advertising: Native video advertising and content partnerships are likely to bring greater conversions.
Content That Is Disruptive

Content that makes your audience think and is disruptive is more likely to be shared.

Takeaway : Disruptive content is seen as opinion forming and brings audience reaction by way of social media actions.
Advertising : Advertising Content that disrupts in the Native feed  is likely to be viewed more than in display or search advertising formats. 

 

 

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Key Trends For Digital Marketing In 2016

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IOTdevicesApple Watch was mentioned over 2 Million times on Social Networks in the last 60 days, making IoT a hot topic that is likely to be mainstream in 2016.

According to Carat’s Ad spend report the forecast for 2016 for Digital, states a significant increase in Mobile and online video with Programmatic being a key media technique. By the end of 2015 US market Programmatic transactions will account for 52 percent of non-search digital advertising spend, with predicted growth of 20 percent to continue for the next few years. Overall, Mobile is experiencing the greatest spend growth across all media and Carat predicts year-on-year growth in Mobile spend at +51.2 percent in 2015 and +44.5 percent in 2016.

Social Media Revenues – which encompass advertising delivered on social platforms including social networking, and social gaming websites and apps reached USD 4.4 billion in HY 2015 according to an IAB study and are likely to grow at the same rate in 2016. Mobile represents 30 percent of all revenues and is the fastest revenue growth category, followed by Online video. Retail at 22 percent, financial services at 13 percent, and automotive at 13 percent  top three advertising verticals continue to account for nearly half of advertising revenue, 48 percent. Digital video, a component of display-related advertising, reached USD 2 billion in the first half of 2015, a 35 percent year-over-year jump from USD 1.5 billion in the first half of 2014.

Retail Brands Digital Marketing Strategies targeting the Mobile Only and Omni-Channel customers can benefit from the trends that are dominating the digital buyer behavior and customer journey as well as the consumer decision making process across channels.

Digital video, a component of display-related advertising, reached USD 2 billion in the first half of 2015, a 35 percent year-over-year jump from  USD 1.5 billion in the first half of 2014.

Real-Time Programmatic For Mobile Moments

AOL and Verizon are investing in Tech Stack that lets marketers offer advertising programmatically with real-time bidding to offer Brand Marketers unified customer view cross devices.

DoubleClick Bid Manager  from Google offers Active View Bid optimization for clients globally. Active View Bid Optimization offers advertisers to bid for impressions with data available across URL, Page Views and Time of Day, giving advertisers the flexiblity to bid for viewable impressions.

Brands Personalize Content To Create New Experiences

According to L2’s Digital Index report, Ninety-three percent of brands tracked in the Index display a video on their site, and 75 percent host a blog. Brands with Video and Branded Content have doubled the Average Order Value and Conversions for their products in comparison with sites without branded content or a fewer pages with Branded Content.

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For Beauty Brands, that invested in Video nearly 51 percent of all views are organic, making a comprehensive video content strategy integral to Digital Presence.

Unboxing Video trend is extremely popular with Unboxing being the key search terms on YouTube.

Sephora, a beauty brand has taken the Video engagement a notch further by making the video content available in its stores. Audience Targeting On Mobile with Mobile Video that appears in the users native feed has been seen to generate Brand Performance Lift.

Brands that are seeking to move forward will look at creating Personalized experiences to deliver better Campaign ROI.

 

Excess Affinity In The Age Of Promotional Loyalty 

Brands that engage audiences digitally with new offers, seasonal packs and deals or even posts on a regular basis that make audiences return to the social media profile create brand excitement and generate brand buzz.

Digital marketing for brands remains closely connected to creating offers and propositions that engage audiences in the moment and make them favor the brands for the offers. Target with 10 days of Deals ahead of Black Friday has offers for all segments with codes and coupons that apply for the required purchase. Target’s website also features a free drink offer for Thanksgiving.

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Brands need to at the same time create Excess Affinity for ongoing engagement. Millward Brown recommends brands supercharge the emotional connect with their audiences by humanizing brands and strengthening the emotional bond. For Brands, to create an excess affinity bond, consumer experiences will play a strong role. “Research conducted by Millward Brown for BRANDsense confirmed that the more positive and distinctive sensory impressions come to mind the more loyal people are to a brand. People are not one-dimensional beings, and the better brands engage with all five of our senses the stronger the impression they’ll make”.

OmniChannel Capabilities

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With IoT taking over, and newer digitally connected devices such as connected cars, marketers need to be ready with digital ordering services that tap into all possible options from where the audiences can connect.

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Personalized Seasonal Packs

Oreo’s newest introduction allows users to create a personalized pack where users can make their own packs that are colorfilled and can be ordered online.

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Seasonal Packs are the new way audiences are interacting with your brands. As Starbucks red Cup controversy created a monumental buzz digitally, Brands launching seasonal packs online are going a step further in building digital outreach where consumers can find an expression.

 

Location Awareness takes Center-Stage
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With more referrals arising from Social Media and customers preferring campaigns that are personalized, location awareness takes center stage with audiences requiring brands to make offers taking their location into account. Some of the location aware sites customize offers for audiences in the area the customers are located in. Store locators are being increasingly used by brands personalized offers based on location. Brands also use store locations to gain insights and build offers based on what customers prefer.

Mobile Alerts For Personalization

With Millennials and Gen Zers ready to share more information about themselves marketers will be able to create real-time offers and content that is personalized for moving the customer to a more involved audience for the brand. According to Forbes,  Savvy marketers will understand this and those who will be winning in 2016, will be the ones who can provide personalized and meaningful experiences beyond just financial incentives to earn lifelong loyalty.

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Compelling Campaign Ideas For Engagement

Your brand’s engagement idea can create ad recall that goes beyond the campaign reach with compelling content. Compelling content often creates a cascade where audiences are sharing what they like and the next “New” way to engage with a brand or an offer. Taco Bell’s Emoji Engine and Domino’s Pizza Tweet To Order campaign generated a majority of social actions, representing more than 50 percent of all consumer engagement.

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Brands looking for Newer ways to engage digitally will require Campaign ideas that make the brand interactions distinctive and compelling.

Pricing Strategy and Bundle Pack Offers

Pricing strategy for your products will also need to address the mobile moments reality where audiences on the go can choose a pricing option that is easy to order. Wendy’s Four for Four is an example of an interesting combo where audiences can at a glance place an order for four items.

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Subscription Based Content Streaming Apps 

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According to comScore, millennials spend a dominant share of time on Entertainment apps making Entertainment apps an appropriate Engagement vehicle for Brands.

Music is one of the fastest growing categories by Revenue  for app categories. Big Box retailers such as Walmart in partnership with Vudu are offering streaming services for Entertainment. In 2016 it would not be surprising to see more brands offering Content Streaming for entertainment as a subscription app or a product feature in existing apps.

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Facebook  and Pandora Radio are the lead apps for the share of Total Mobile App Time Spent for Millennials, for whom every single app in their Top Ten Apps is a social or an entertainment app.

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