July 4, 2016 – Last Tuesday, Catalyst agency attended the Out of the box Marketing Confex in Hong Kong. Our CEO, Scott Davies, joined industry experts from Flight Centre, LinkedIn, Yahoo! & Wall Street Journal to discuss the past, present and future of content marketing.
Customization, mobile supremacy, ROI measurement, millennials, virtual reality were at the heart of the debate. Check out the 6 most compelling takeaways.
1. The evolution of content marketing
Diversification: Content has become a lot more diversified over the years. Marketers must think about content in different formats (pictures, infographics, videos, events…) and different channels.
Data insights: Content has also become more sophisticated thanks to data and analytic tools.
Democratisation: The content creation ecosystem has changed; everyone can create content and not only publishers and agencies.
2. Information overload
Nowadays, we have more content than we need and it becomes harder to stand out from the crowd. Marketers must identify what is really impactful and relevant to their customers when they create content. It is key to understand audiences and to use the data that is available to increase the chances of being relevant.
3. Millennials will rule
Will Millennials become the most powerful generation? According to Yahoo!, they will total more than $1.4 trillion in spending power in the U.S. by 2020. However, 45% of Millennials don’t usually find content marketing compelling enough to share.
Millennials have high expectations and little patience. They are willing to share content but it needs to be brief, unique, entertaining, emotional, informative and relevant to them. Also keep in mind that millennials consume content across multiple devices, therefore content needs to be multi-platform and cross-device.
4. Virtual and augmented reality, the future of marketing?
Virtual reality technology has just begun to arrive, primarily for the gaming industry. The brand experience opportunities are very limited at the moment but we can see significant VR campaigns like The Economist or Shangri-La (download our white paper about VR and AR to know more about the key players and the marketing opportunities).
There are a lot of challenges and evolutions to be seen in terms of marketing but it might take some time for camera technology to catch up in order to produce VR content. Distribution of the VR technology also remains a challenge at the moment. Meanwhile, augmented reality is slowly emerging and could become a very powerful tool in terms of brand and retail customer experience.
5. Artificial intelligence might also shape the future of marketing
Marketers might have to face another challenge with the rise of smart personal assistants such as Siri or Cortana, and IoT devices that can be controlled with the voice. How can marketers address customers when they are talking and asking questions to a robot?
On the other hand, artificial intelligence will also help marketers to manage data and to produce more personalized content.
6. The emergence of curation platforms
We observe an increase of curation platforms, like Twitter Curator, helping people digest content and enabling them to know the last trends instantly and from one place. This could transform the way marketers advertise and promote content.
Technology and innovation open up many new opportunities for marketers. Some of these technologies like augmented reality might take some time to become a genuine marketing tool while some of them are already used by marketers. Whatever is the future of marketing, always keep in mind that good content is creative and must be relevant to audiences.