The demand for content personalisation intensifies as audiences grow more transparent in their choices, varied in their interests and inconsistent with their buyer behaviour. There are language and cultural differences faced when scaling globally and within each market, you can segment audiences through numerous indicators.
Regardless of the industry you work in or your interests and consumption habits, there is a wealth of content in the marketplace customised to your individual needs.
Making sure the content is identified and consumed by the right person and followed with the right call-to-action requires a careful marketing mix of product relevance and personalisation.
Wootag was recently honoured as ‘Marketing Technology Company of the Year’ by Mumbrella 360 Asia for the platform’s capability to help brands scale to market and expand to new audiences. The platform also supports brands in developing their engagement, interactivity and visibility in Asia.
At the Transperfect Global Content Forum, Wootag had the opportunity to sit in on the sessions and gleaned some takeaways on what it takes to succeed in the fast-moving global content space.
Honouring the brightest, boldest and most innovative in advertising, digital media and beyond, the Mumbrella 360 Asia conference had a strong focus on the ever-changing world of content marketing.
Wootag was thrilled to be named ‘Marketing Technology Company of the Year’ and be placed in the league of brands that are recognised for their ability to engage audiences through a combination of content and product relevance. The platform received the accolade for allowing holistic 360-degree views of the product, creating a culturally aligned user experience that resonates with viewers and product intelligence around the brand’s touchpoints.
The speakers, including those from Reuters, VICE, Buzzfeed, Click2View, BBC Storyworks and Under Armour Sports argued for the importance of content that is culturally relevant, unique and useful to a specific target and that produces something that is actionable and authentic.
Wootag had the opportunity to sit in the sessions and here are observations that make for good food for thought.
Why are consumer brands expanding video interactivity to drive user participation?
Brands today need to reach a wide audience across locations quickly and prompt their interaction and immediate engagement. Video is an effective tool to build trust and loyalty for your brand and get a message across in a persuasive way.
Video also works wonders in eliciting high social media shares and allowing users the flexibility of viewing it whenever or wherever. Forbes describes the envisioned future of video as one where “finding, placing, and consuming the right video at the right time becomes the big challenge for everybody.”
Consumer packaged brands (CPG) currently recognise a need to go beyond storytelling and brand awareness to expand their presence in Asia. This next phase requires content dedicated to driving sales, product awareness and customer acquisition. The Harvard Business Review argues that brands will need to refocus their marketing approach to secure the long-term trust of customers. The article observes, “Transparency, motivation, and generosity all build trust in ways that most big companies — CPG or otherwise — are not good at.”
Over the next 3 weeks, we take a closer look at how Wootag is helping consumer packaged brands to help identify, position and place their product in the right channels to the right audiences. What are the qualities that Wootag picked up on? Insights on the broad interests of the brand’s audience and intents of their viewers engaging with its touchpoints.
Empowering consumers also complements the challenges of consumer packaged brands including:
- Speed in access to market and market efficiency
- Tracking their customer satisfaction and sustaining it
- A globally scaleable solution that provides support and value
- Bringing the online and offline experience closer
- Directing consumers to nearby stores and opportunities for free samples
- Giving their brand a human touch and visual personalisation
To stay relevant and remembered in a competitive industry, CPG brands will need to develop more realism and maturity in their content and create stories that resonate with their current user needs.
Next week, we’ll walk through the Southeast Asia landscape and understand more about audiences’ consumption of online video there and how this leads to brands having to promote and share video content differently.
The way in which people are consuming information and have brands captured in their memory is fast changing. From Amazon to Netflix to digital marketing videos shared on Facebook, video is fast becoming the most powerful way for storytelling and getting your message across to the audience you’re targeting.
These days, digital marketing videos are a component of a larger, continuously evolving campaign. Delivering a clear and focused message, they help to add a personable touch, lend a more visual feel and drive in the larger theme through telling a story that will stay with you or connect to your senses. Here we share a sampling of the various video formats you’ll want to help drive you closer to your audience and create interaction and an ongoing relationship.
Deck highlights the importance of Video as a key content marketing channel in building links to achieve various objectives like generating site traffic, SEO, Sales & leads generations and creating a direct channel with your viewers.