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  • Special K Fortify Campaign Celebrates Inner Strength Of Women

    Special K is celebrating women with a  video  of top moments in sports, the arts and  everyday life. By highlighting and elevating the stories of real women, Special K will make the world take notice of everything they are and everything they aspire to be.

    Protein

    SplkCelebrating the strength of the women, Special K in partnership with JWT has launched a new campaign “Fortify”, with 15 and 30 sec spots set to air January 4,2016. According to AdAge, “In a continued shift away from dieting, the new “Fortify” work from JWT does not mention calories, which were called out in the April campaign though were not the main focus.”

    Jeremy Harper, Senior Director-Marketing at Kellogg, said he feels the new work is “celebrating the inner strength that we know every woman possesses” and that the brand is “focusing on providing women with foods that are both delicious and nourishing so we can do our part to help them stay strong.”

    https://twitter.com/marisslovezz/status/682960746792095744

    Special K Nourish contains multigrain quinoa flakes, a first for the brand, along with ingredients such as granola clusters, apples, raspberries, and nuts. It hits U.S. stores in January with a suggested retail price of  USD 4.49. Mr. Harper called Nourish “transformative,” citing the variety of ingredients such as coconut, granola and quinoa. The cereal is set to hit the stores in January.

    Recipes

    According to AdAge, “JWT developed the new creative for Special K, and other agencies involved in the push are Krispr Communications,VML, Starcom and Integer. A print ad is set to begin appearing in March magazines.” Special K will focus on Nourish in its advertising as the product launches in the U.S., and then will include the rest of the existing line and additional new products.

    Special K range of products features  meal options such as Frozen, Bars and Treats, are going to be advertised later in the year according to an AdAge update. The brand site offers recipes for SpecialK products providing the nutritional information, prep time and instructions. The digital experience features the brand story and content that is designed to fortify customers with all that exists in the cereal world for #Whatsnext.  The rewards program for Special K links with Kellogg’s Family Rewards.

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    Special K has a special focus on Protein and Gluten Free Products.

     

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

    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.

     

    Unboxing

    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.

    Walmart

    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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  • Less = More With Five Tips For Priming Content For Small Business

    Mobilelocalbiz

    Design your content around the shopper journey and buyer persona, some of the research insights from Google and research based on a study by HubShout, among 450 respondents between the ages of 21 and 55  are:

    • 88 percent of mobile users want to see prominently displayed business hours and 85 percent want to see the prominently displayed phone number. For smartphone users most important information required is business hours where as for desktop searchers the product availability at a store is most important information requirement.
    • As high as 96 percent uses smartphones for shopping.
    •  24 percent of Respondents claimed  looking for Local Business on daily basis.
    • 94 percent of respondents – have used their phones to search for local businesses at some point or another. Of those who use their phones to find local businesses, most nearly 85 percent do so daily, frequently, or occasionally; more than half 61 percent perform these searches either daily or frequently.
    • Google Maps topped the list, with 57 percent of respondents having used it at one point or another, whereas Apple Maps came in at just 11 percent. Google Search App, was used by 32 percent of respondents. A full 24 percent of mobile users have also searched on the Yelp app.

     

    An algorithm update focusing at on-the-go consumer is responsible for a significant overhaul in the way your local business appears in search results. According to 3qdigital, with the release of the local three-pack, a new quality algorithm for content, and more than a dozen other updates that ultimately support mobile consumers’ ability to:

    find what they want as soon as possible.
    engage with the most meaningful, relevant content.
    progress through their individual search as easily and  fluidly as possible.

     

    Plan Your Content Around the Customer

    Plan your Content for discovery. To get a better view of your customers, dive into your analytics to understand the key source of traffic for your business. Google’s advanced analytics can segment your site visitors for Mobile, Referral traffic and Purchases to help you with retargeting audiences on different channels with timely and relevant content.

    Segments

     

    Content For Local SEO

    82 percent of U.S. consumers have said that they used a local business within the last year. Developing a Local SEO strategy requires businesses to understand what consumers are looking for from local business.. With the increased sophistication of Google’s local indexes local search has become more specific. Rather than identifying businesses in terms of a city or a state region, rankings could soon be generated based on your street corner or neighborhood. Another important factor impacting results for local SEO according to a test conducted by MOZ is the inclusion of customer reviews that significantly impacts search results.

    For local business to be found on Google, Social posts will carry a value and a consideration similar to any independent web page, and the separation of “web” and “social media” will begin to blur even further from an SEO perspective. Going Forward, According to an update from Frederick Vallaeys, AdWords will “integrate tools for retailers in Google My Business,” and that “Google Shopping Express will make it easier for small shops to start offering their inventory for sale on Google’s same-day delivery shopping service.”

     

    Optimize Content For Digital Assistants

    According to AudienceBloom, Digital assistants search for the specific information and the content that  gets discovered on Digital assistants depends on the type of content preferred by the audience. Some of the suggestions that can help you optimize content for Digital assistants are:

    Keep conversational language in your posts. Conversational queries naturally seek out conversational results. Including long-tail keywords, colloquial phrases, and long form questions in your content will help you appear for more voice-based queries.
    Reduce your efforts on basic information. Venture into more complex, niche territory for Content.
    Include more photos and videos. For now, digital assistants look for images, videos, and other visuals for content that is on your site. Including more images and Video can optimize content for digital assistants
    Expand your reach on other platforms. Users don’t rely on digital assistants for everything. Stay active on as many social media platforms and third-party directories as possible—this won’t help you rank in a digital assistant interface, but will give you greater visibility elsewhere.

    Omni-Channel and Local Business

    Omni-Channel buyer behavior is as relevant for local businesses and stores as it is for Mass Merchant and Department Stores. Provide all possible options for purchases and business hours, such as pick-up in store hours for your mobile audiences. Creating content to maximize returns from your audience could mean targeting audiences on the go with new order options. Businesses looking at developing omni-channel capabilities can gain insights from Google analytics about Mobile searchers and their buyer journey by comparing the same with those who made a purchase. Mobile audiences that are looking at Omni-channel options can be targeted with relevant product offers.

    AudienceSegments

    Content Marketing For Transactions

    GooglenowWith Deep integration of apps, and Digital assistants, businesses that are looking at audience engagement need to be in users content eco-system by offering content that customers prefer for closing out transactions. Target audiences for task completion with reward points offers or offers that are likely to appeal audiences. Businesses can look at signing Exclusive content deals to offer content based on buyer behavior as Digital Assistants work on Predictive modelling and recommend suggestions that audiences are most likely to use based on the past purchase behavior. According to Search Engine Land, Microsoft  announced deeper app integration into Cortana for task completion. Actions and tasks can thus be accomplished without launching the app in question. Google is doing something similar by integrating action buttons and transactional capabilities into search and Google Now.

    Use email to build customer lists that can be targeted with offers for search ads that are likely to increase conversions from Google.

     

     

     

     

     

     

  • Five Content Marketing Resolutions For The New Year

    Begin your New Year with Content Marketing resolutions that can start your New Year at the right note. Here are some suggestions for content marketing resolutions.

    Resolution 1
    Include Video as often as possible.

    Product Videos are increasingly important in your mobile consumers stream. As important as it is to have a publishing schedule for engaging content on a consistent basis, it has been seen unboxing videos for seasonal sales, new launches or videos with utility are absolutely essential for Smartphone users.

     

    Resolution 2

    SMP

    Infuse Emotions In Your Content.

    Emotions increase content engagement. Humor is seen to work better than other emotions. Include a Humorous post in your content publishing schedule.

    Humor seems to be a winning creative approach with audiences and as more audiences view content on Mobile, Humorous points strike an instant chord, encouraging audiences to share your posts. As high as 70 percent of respondents in a study by Adobe felt that humor makes companies more relatable.

    Resolution 3
    Try a New Content Idea For Personalization.

    Include Location based content in your campaigns for engagement that will help you increase personalization with user-generated content. One of the ways to do it is to use apps that stream user-generated content with location awareness. One of the Apps that can help audiences connect with activities that are taking place around them is 7dayz. Campaigns that are geo-targeted and encourage audiences to interact are likely to bring better campaign ROI.

    Seven

    Resolution 4
    Focus on the Audience.

    Include User generated Content wherever possible. Content that is served on a timely basis brings better response. Including User Generated Content serves as an endorsement and helps audiences decide. As high as 23 percent of consumers share brand content for products they  do not purchase and 43 percent share content for products that they purchase.

     

    Resolution 5
    Try a New Content Amplification Tactic.

    Build an influencer campaign for content amplification in your Content Marketing Plan. Sharing on social networks can improve your content amplification. Influencers help you achieve your content marketing goals of site visits with fan engagement that goes beyond your brand’s content reach. Plan on an Influencer campaign at the time audiences are most likely to be looking for options in your category. Marketers have seen an average of 1.4 times higher value in 2015 as compared to 2014, from Influencer campaigns, as reported by eMarketer. Instagram is seen to be the best for content amplification and content promotion is one of the core requirements from Influencer campaigns.

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