Solomozone

The Every Day Digital

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  • Ten Game Changing Content Marketing Trends

    Chatbots are the new Content Battlefield

    Chatbots are taking over from Apps, according to a Fiksu Study. Teens spend an average of 23 Mins and 23 secs on Messaging Chat. Facebook reports that developers have created more than 11,000 chatbots for its Messenger platform, and Kik — one of the most popular messaging platforms among teens — unveiled 6,000 new chatbots.

    Brands, have integrated bots in Shopping Experience that offer advice on choosing products. Integrating AI and APIs for Retail apps can enhance the shopping experience with user-friendly chat interfaces and expert advice.

    Messaging Apps And Instant Content

    Facebook Messenger has made  content publishing instant with Facebook Messenger where Publishers can publish articles on messenger. Messaging Apps can power publisher’s stories with instant audience reactions. For brands engaging users with via publishers posts can get the audiences respond live to a story.

    Brands are going a step further encouraging customers to chat real-time on messaging apps.

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    Live Streaming Becomes Native to Mobile Apps

    YouTube makes live streaming native to the mobile app. According to the blog, YouTube mobile live streaming will be baked right into the core YouTube mobile app. You won’t need to open anything else, just hit the big red capture button right there in the corner, take or select a photo to use as a thumbnail, and you can broadcast live to your fans and chat in near real-time.

    Live Video and Streaming Content Genres 

    Twitter signs up with Pac-12 network to live stream sports events after a deal signed earlier with CBS News to live stream the Democratic and Republic Convention.”By expanding our digital footprint, Pac-12 Plus also allows us to connect more fans with more, live Pac-12 sports content through a platform they use every day.”

    VR Experience Becomes Real

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    Samsung and NBC team up for Virtual Reality experience linked to the Olympic games, by allowing Viewers to view the games footage in VR  after a few weeks. According to Venture Beat, NBC has revealed that the NBC Sports app will work in conjunction with Samsung Galaxy devices and the Samsung Gear VR to broadcast 85 hours of virtual reality programming. This will include both the opening and closing ceremonies, men’s basketball, gymnastics, beach volleyball, boxing, diving, fencing, and a host of track-and-field events.

    Channels that are preferred by users for accessing VR Content.

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    For content marketers the video footage that is live streamed can now be a more engaging content format with Virtual Reality.

    Location Listings for Pokestops makes AR Relevant

    Adding Yelp Listings to Pokemon Go made AR gaming more relevant. Introducing listings and reviews for an AR experience, can increase the engagement for your Brand.

    Adding listings for your mobile app or a customer experience in a Review app increases traffic, in a more engaging content format.

     

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    Emoji Power Takes Over  Branding

    Diney’s Emoji Blitz game for iOS and Android, has over 400 character Emojis. Each Character Emoji has special powers that allow users to choose the Character Emoji. Building on Disney characters the Emoji centric game builds on the character brand defining new way for users to connect with their favorite characters.

    Pepsi used Emojis for the World Emoji day celebration with Emoji filter on Snapchat and an Emoji keyboard update timed for the World Emoji day.

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    SVOD Matches DVR Penetration

     

    Subscription based Video On Demand matches the DVR penetration in the US Households. Users want to control the content they watch, with increased sign-ups for subscription services. As high as 30 percent have access to SVOD and DVR. According to Nielsen Research report, “SVOD penetration has been rising steadily over the past year, illustrating that viewers have a continued desire to control what they watch and when they watch it. And in many cases, that means more playback options is better. In fact, close to 30 percent of homes have a both DVR and access to SVOD—up nearly 20 percent from last year.”

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    Mobile Devices Make For More Than 50 Percent of Connected Devices

     

    Smartphone and Tablets are the most popular connected device in the US Households.

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    Users Pay More Attention To Interactive Content

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    According to a YuMe and Ipsos poll, 54 percent said they paid more attention to a highly interactive format, like videos with embedded quizzes.

  • Coca-Cola’s New Campaign #ThatsGold Focuses on Fans

    Coca Cola’s Global marketing Campaign #ThatsGold makes fans into active participants for the Olympic games. Taking “Taste the feeling” campaign idea further Coke has woven a visually appealing montage of earlier Olympics footage, to emotionally connect with fan encouraging them to share their Gold moments. “Gold is a feeling anyone can taste,” said Rodolfo Echeverria, vice president of global creative at The Coca-Cola Company. “This creative draws a parallel between the gold moments these amazing athletes experience at the Olympics and the everyday moments of joy and uplift we all share with friends and family while drinking a Coca-Cola. From passing an exam, to getting your dad’s car keys for the first time, to celebrating a friend’s birthday — anything can be a gold moment as long as it’s spontaneous and authentic.”

    Featuring celebrated moments from the earlier Olympic games footage, #ThatsGold is an extension of One Brand Strategy for Coke bringing out, products Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero or a Coca-Cola Life, with a unique storytelling approach. The campaign featuring print ad and Outdoor is being rolled out in 50 countries. The Video creative comprises of three video vignettes produced in partnership with NBC will feature 20 Olympians including Morgan, Eaton, McFadden, Manzano, Liukin and Adrian. The Video vignettes feature narratives and clips from the Athletes, that bring out the feelings of winning a Gold, marking a # ThatsGold moment.

    User generated content as a key engagement tactic, for the photo contest, is aimed at instilling a sense of participation with the Teens to share their #ThatsGold moment. The brand is counting on the campaign for activation for the variants. “The Rio Olympics are a huge milestone activation for us this year,” said Ivan Pollard, senior vice president of strategic marketing, Coca-Cola North America. “In addition to #ThatsGold, five of our stills brands – POWERADE, Minute Maid, vitaminwater, ZICO and Core Power – are partnering with select athletes on their own campaigns. This is perhaps our biggest-ever portfolio play at the Olympics… we look forward to seeing the value each brand will get from our association with the IOC and USOC.”

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    Coca-Cola is going with an Influencer marketing and consumer activation focus. According to the Press release, “Coca-Cola Olympic Station in Rio’s Praca Maua neighbourhood will serve as an official hangout for teens to experience the Games on their terms with live music, athlete appearances, high-tech activations and, of course, ice-cold Coca-Cola. The renovated train depot also will house the Coca-Cola Rio 2016 newsroom, where a hand-picked group of global and bloggers and social media influencers will partner with Coke’s real-time marketing team to create and distribute Games-time content that defines what #ThatsGold means to them.”

  • Four Actionable Tips From Amazon’s Prime Day Success

    Prime Day proved to be a big hit for Amazon with sales increasing 3X for Amazon Devices in the US. The second annual Prime Day was the biggest Sale day ever for Amazon. Amazon  announced in a press release customer orders surpassed Prime Day 2015 by more than 60 percent worldwide and more than 50 percent in the U.S.

    With a pre-sale online deals announcement, Amazon created a Sales Hype for Prime Day. On the sale day, Amazon offered Lightning Deals that proved to be a major draw for existing and new customers. Amazon Fire TV Stick was Amazon’s best-selling device globally on Prime Day saw a price cut of nearly 50 percent as a Lightning deal.

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    According to the press release, Small businesses and sellers on Amazon offering deals to Prime members saw orders nearly triple year-over-year on Prime Day – both worldwide and in the U.S. For Alexa Exclusive deals, including non-prime members a USD 10 discount was offered on a purchase over USD 20 made through an Echo, Dot, or Tap device.  Amazon saw one deal purchase being made every second by the Prime members. With better prices, Amazon Prime customers saved almost double the amount of savings in Prime Day in 2015.

    Prime Day 2016 highlights from the U.S.
    • Amazon devices were up over 3x compared to Prime Day last year.
    • Biggest day ever for Amazon Echo – up over 2.5x compared to previous record day.
    • The most popular Amazon Dash Button brands purchased on Prime Day were Cascade, Charmin, and Tide.
    • Members purchased over 14,000 Lenovo laptops.
    • Members purchased on average one Alexa-exclusive deal per second during Prime Day using their voice.
    • Prime members had exclusive access to deals on top rated TV series and blockbuster movies to rent or purchase and instantly stream on the Amazon Video app on TVs, mobile devices, Amazon Fire TV, Fire TV Stick, and Fire tablets, or online – the top three Prime Day deal titles purchased or rented were: Deadpool, Kung Fu Panda 3 and 13 Hours: The Secret Soldiers of Benghazi.
    • Customers saved over $1 million on Kindle Unlimited memberships on Prime Day and the Prime Day Lead-up Deal on July 5.
    • The most selected Audible audio-book on Prime Day was A Game of Thrones: A Song of Ice and Fire, Book 1.

    Among other notable facts, the more important trends are the use of mobile app among existing users where the orders on the app exceeded last year’s orders by 2X. As many as a million customers used Amazon Mobile App to check deals. Amazon’s Prime Day Sweepstakes received 2 Million entries for Prime Photo Sweepstakes.

    • Prime member orders on the Amazon app surpassed Prime Day 2015 mobile app orders by more than 2x.
    • More than a million customers used the Amazon app for the first time on Prime Day to shop and to watch-a-deal.
    • The Prime Photos sweepstakes had two million submissions worldwide during the lead-up to Prime Day.
    Actionable Tips From Amazon’s Prime Day Success
    Promote Your Subscription Service with a Free Trial For Increased Sign-ups

    A subscription service brings more loyal customers. Amazon’s Prime Membership subscription grew to 63 Million from 44 Million Subscribers. What makes retailers win with a subscription service is that the subscription service customers on average spend higher than the nonmembers. Amazon Prime Members on an average spend USD 1500 annually in comparison with USD 625 spent by Nonmembers. Promoting the subscription service with a sale day events brings in a better rate of conversion and increased purchases.

    Encourage App Opens and Site Visits with Exclusive Offers

    Offer New products and services. Amazon’s Video Streaming added newer releases that Prime Members could stream exclusively that brought in Prime users to access the content on Prime Day and encourage App opens. With unlimited Video Streaming, users are encouraged to open apps. Exclusive offers that are promoted with special Prices such as Lightning Deals on a sale day  get a higher take-up rate. The deals announcement prior to the sales event and as Lightning deals proved to be a big draw.

    Create a Win-win with Deals

    Amazon’s Prime Day provided better savings in comparison with the last year’s sale. Prime Day was a great savings day too – members globally saved more than double on deals over Prime Day 2015. Offering value to customers with  sign-up deals brings in value seekers. Promoting your offers and products and up-selling can bring in increased revenues. Sale Day events are targeted at increasing the subscription service base, however to increase revenue from the subscribers, retailers need to look at revenue generation post the sale day event.

    Include Deals and Offers On Staple products

    New offers, game-changing products, Free Trials and Prizes and contest prizes can bring in new sign-ups and increase the engagement with  your existing customers to participate in sale day events however, including deals and offers on products that are the staple of your business can increase the sales and revenue. As seen for Amazon Prime Day the biggest increase came from staple household products.

    • Members purchased over 215,000 Instant Pot 7-in-1 Multi-Functional Pressure Cookers.
    • Members purchased over 200,000 headphones.
    • Members purchased over 24,000 Double Hammocks by Vivere.
    • Members purchased over 23,000 iRobot Roomba 614 Vacuum Cleaning Robots.
    • Members purchased over 14,000 Lenovo laptops.

  • L’Oreal Visualizes Flawless Conversations

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    Emojis are  mainstream with all target audiences on social media and riding the wave, L’Oreal has launched Beaumoji Keyboard that make your conversations fun and flawless. The keyboard offers 130 playful and on-trend emojis created exclusively for the passionate and growing community of beauty enthusiasts. According to the press release. “We know the online conversation around beauty is huge and continuing to spike along with the shorthand language of emojis. We saw an opportunity to provide expressions and tools for our beauty community that reflect the daily conversations we see happening,” said Rachel Weiss, Vice President of Innovation and Entrepreneurship at L’Oréal USA. “With Beaumoji, our goal is to provide emojis that beauty enthusiasts crave and speak to their unique passions, lifestyles and personalities.”

    Visual themed campaigns are increasingly popular with brands as audiences connect with visual images faster. To engage target audiences L’Oreal has launched a design contest inviting users to share the newer emojis with #BeaumojiContest. The contest gives three winners  a trip to New York City for a one-night stay and VIP ticket to Beautycon Festival New York, where the winners will reveal emojis live with Influencers and industry enthusiasts.

    The use of Emojis  has increased Year Over Year with Android users using it 60 percent times more than iOS users.  The Emojis in Email have been used 71 times more vis-a-vis the last year.

     

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    Leveraging the trend on Social Media, Twitter has announced the launch of sticker packs that can be added to your images to make conversations fun.

     

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