Marketing evolution 2017
I believe ultimately marketing is the practice of capturing and keeping people’s attention through various methods. Marketing is always evolving. In 2017, our focus and attention is more valuable than ever, as marketing competes for our attention in new and creative ways. The most interesting marketing evolution in 2017 is how people consume content online and how brands are looking at more and more creative ways of creating the best content possible.
Today, I’m going to give you an overview so that you can understand what is content marketing, how people consume content in 2017 and some great examples of content marketing in action in 2017.
What is content marketing?
As defined by Hubspot, content marketing is a marketing program that centres on creating, publishing, and distributing content for your target audience — usually online — the goal of which is to attract new customers.
Content marketing is different from traditional forms of media (television, PR and advertising), as it aims to provide a target audience with compelling content that adds value. In today’s marketing world, content is king. The greatest evolution in marketing this year is how people consume content that attracts and retains peoples’ attention.
Almost anything that can be distributed online can be considered content. This is including but not limited to text, games, videos, apps, podcasts and images. Almost all brands have channels of communication with their target audience in today’s world, such as social media accounts. However, to make the most out of these channels, brands must distribute top quality content through to truly capture and retain people’s attention.
The key to great content marketing is knowing your target audience and tailoring content to this audience. An example of how content marketing is evolving 2017 is the targeting of gen Z primarily through online content marketing. Gen Z is the 13 – 17 year old generation who have a mobile first mindset. 78% of all teens use smartphones as their primary device. While these teens use mobile as their main piece of technology, 71% say that they spend over 3 hours per day watching videos online. This is a key insight to marketers who wish to target this audience in the future, as content that revolves around great videos is key.
Best Examples of Brands that have mastered Content Marketing:
Some brands have created fantastic online platforms to highlight their great content. Here are some great examples of brands that are continuing to develop their content in an online space:
CokeTV is an example of a brand (Coca-Cola) that is actively attracting a younger audience through Youtube content. While younger consumers may not watch traditional TV as much, CokeTV aims to create fun and interesting content. According to the Youtube page:
Join Manny and Dodie (doddleoddle) every week, Thursdays at 4pm, for brand new #CokeTVMoment. They’ll be going on adventures and doing all sorts of awesome things with some of their friends from YouTube
Creating a Youtube channel gives Coca Cola the ability to engage with their younger audience in an area through organic content.
Red Bull TV:
Red Bull does a great job at creating content ranging across adventure, sport, music and anything in between. Red Bull have created a fantastic platform for adventure lovers to consume their content in an easy and accessible way. This matches their own brand essence.
Red Bull consistently create great content tailored to its audience. In this case, it’s redbull.tv. Not only are Red Bull masters at content creation, they’re also expert multi-channel marketers. The Red Bull multi-channel marketing approach is shown through the numerous avenues to consume its content. The iPhone, Kindle, Apple TV and Android TV are just a few examples of ways you can watch and enjoy the Red Bull content.
Evolution: How Do People Consume Content?
Everyone is different, and everyone consumes content in different ways, however there are two evolutions of content consumption.
Virtual Reality / Augmented Reality:
Virtual / augmented reality is a major evolution in how people consume content in today’s world. In 2016 Pokemon Go took the world by storm and showed just how fun and interesting an augmented reality brought to the world could be. In 2016 brands have created ways of distributing their content through VR. In April 2016, IKEA launched a virtual reality kitchen experience for HTC Vive on Steam. This gave shoppers the ability to look around a show room to see exactly the aspects of the kitchen they liked. On April 5, 2016, HTC shipped its first units of the HTC VIVE Steam VR headset. This was the first launch of sensor-based tracking, allowing users to move and explore within a specific space. Augmented reality and virtual reality will continue to be evolutions in how marketers distribute content and consumers absorb this content.
Sport and gaming are hugely important content sources. Online gaming is an example of a niche platform that has become bigger and bigger. Gaming is one of the biggest categories on Youtube, and Pewdiepie stands as the gaming king of Youtube in 2017. Gaming is clearly a huge opportunity to market content. Not only Youtube, Twitch.tv is a website which livestreams gamers from all around the world playing games from League of Legends to Chess. A brand that has differentiated itself unique in the gaming space is Drone Racing League.This is a brand that has developed the growing Drone Racing Category which involves competitors piloting drones through headsets. This untraditional category is attracting traditional sponsorships, for example Allianz signing up with the brand in 2017 to create the official Allianz World Championship in 2017.
Overall, marketers are focusing more and more on creating great content to attract, retain and delight consumers. Some examples of brands that have done this exceptionally well are Coca Cola and Red Bull. These are great examples of B2C content marketing.
In 2017 it is important to understand how content is being consumed and what do consumers enjoy consuming the most. The underlying need for great content is constant, however satisfying this need relies on a true understanding of the target audience of the content and how best to reach this target audience. This blog post aimed at giving a better understanding of how valuable great content is in 2017 and why it is important to understand the evolutions in how consumers absorb that content.