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.

  • Five Ways To Engage With User Generated Content

    UGC, User Generated Content  resonates better with the conversion rates for UGC being 5X higher. Brands have reportedly seen an increase of 10 percent in conversion rates when User generated content has been used in the buyer journey. While Sweepstakes is a commonly used tactic to expand reach for your campaigns, UGC with ratings, reviews, Q&A’s and user submitted images can improve your site’s search rankings. According to a Forrester’s research on UGC,  User Generated content is helpful through all stages of buyer journey, making it a key tactic for new product launches.

    Consumers research more and more products online and on the go. Consumers don’t just research big-ticket items like cars or computers, they research everyday purchases like toothpaste and cereal. 

    Marketers view user-generated content as a critical tool during the early stages of the customer life cycle. 

    Marketers employ UGC as a key component of new product launches. For leading consumer packaged goods (CPG) marketers, user-generated content has become a key tactic for new product launches — the lifeblood of CPG brands

    UGC has significant SEO benefits 

    UGC and The SEO opportunity*

    Use Consumer content to reveal the words that are more relevant to search queries.

    Repurpose content such as reviews, questions, answers, opinions, photos, videos, and other types of consumer content in multiple places where it can provide a desirable user experience or help guide the consumer decision process.

    Users expect reviews in search results without a click. Do A/B tests to understand search results and revenue when review content adheres to this principle.

    Content written by consumers has a shelf-life, therefore it’s important to have a content generation strategy that provides a constant flow of quality content.

    Properly structured UGC can help generate rich snippets that appear in search results and can increase click-through rates by 30 percent.

    Awareness Campaigns For Storytelling

    Campaigns that are designed to harness the power of UGC require an awareness campaign that positions the campaign to be unique enough for audiences to react, engage and share. Generating awareness with existing fans and followers can increase conversions from your Sweepstakes Contest.

    In a User Generated Content Campaign, Under Armour has effectively used Video advertising to create awareness with a YouTube video to promote the contest with hashtags #RuleYourself and #IWill.

     Customer Centricity

    Consumers have a world of content to choose from. If you are too self-serving, you will turn customers away. Instead, focus on your customers’ needs to provide value-added content that puts customer first, product or brand second. Include ratings and reviews wherever possible.

    At the same time harness the power of endorsement, turning referrals into a point that creates compelling messages for your audience.

    According to Forrester’s report,  “Harness the power of peer-to-peer endorsements by sharing them widely. Incorporate stellar ratings or innovative product uses into point-of-sale materials and online or mobile ads. One CPG manufacturer learned that display ads that incorporate ratings and reviews drove higher web traffic and conversion than ads without such information”.
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  • Ten Steps To Remarkable Branding With Design

    Integrating user experience design in your branding and marketing requires a fresher look at how consumers interact with your brand and consume content.

    “By using User Experience Design (UXD), companies can find out how messages are framed and where messages are transmitted and received. The combination creates a measurable context to help us understand how consumers use brands and consume content.”

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  • Retargeting on Social Media

    retargeting-on-social-mediaRetargeting is the process of targeting website visitors based on their interest or behavior, with ads tailored to their level of interest in your brand or business, across an advertising network. Retargeting allows you to place conversion tracking onto your website so you can track which users have come to your website via your social media ads.  With retargeting you can target existing customers, website visitors on Facebook, Instagram or Twitter. Retargeting helps you place your brand Top of Mind.

    Facebook offers targeting options for retargeting visitors to your site, and visitors of Fan page with Custom Audience and Engagement Audience. Engagement Audience allows you to reach visitors who have previously interacted with Facebook content. Engagement Audience option is available within Custom Audience section in the Ads manager.

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    Retargeting on Social Media works as visitors take the time to convert and visit your store a number of times prior to making a purchase. Here are four ways you can benefit from retargeting on Social Media.

    Increased Conversions

    You can  increase conversions by targeting visitors who visit a specific Landing page on your site. This can be done by choosing specific Landing Page in “Create Your Custom Audience” section. You can also choose to retarget email subscribers by uploading your list, increasing the chance of conversion exponentially. You can also target Email subscribers from a list by uploading the same to Custom Audience.

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    Upselling your Products and Service

    You can retarget existing customers with an offer that is designed to sell a higher priced product or service. You can also easily  target existing fans of your Facebook page.   Targeting existing fans and existing customers works out to be more cost-effective and provides a subscriber base that is more likely to convert.

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    Expand Reach

    Expand reach for your campaigns  by targeting Lookalike Audiences that can be created based on your fans or Custom Audiences. This can be easily done by choosing Lookalike audience option.

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    Increased Engagement

    Retargeted audiences spend more time on your site than first time visitors.  The retargeted audience spend increased time and are more engaged when you retarget them for a specific purpose.

    To learn how to retarget on Facebook, click here.

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