We’ve all heard it a thousand times; in fact, it has become something like folklore. A phrase etched in stone and placed prominently in the foyer of some agency that was big in the 90s.
It’s not a phrase I’m particularly fond of, but for the sole purpose of trying to extinguish it, I will mention it just once more: content is king.
Let’s hope that’s the last time we hear it, because apart from the fact that we all deserve a break from tired old turns of phrase, the reality is that it’s no longer true. We live in the era of great customer experiences, and as technology and the real world continue to merge, understanding and enabling great digital experiences for customers should continue to become a central focus for brands the world over.
Of course content is very, very, important, and it’s central to the customer’s digital experience. But content is served from (or engaged with) via a platform, and it is the design of this platform that is as much responsible for the customer’s experience as the content itself. Years ago, when all platforms were created equal (particularly in the case of mass media), a single piece of content could get a disproportionate share of attention.
But today’s audience can take their pick of screens and devices – TV, PC, tablet or mobile, it doesn’t matter! Either one provides the viewer with content that is supported by a technology platform, allowing them to consume it, comment on it, organise it, share it, save it, or simply put it in the trash. But our digital experiences do not end there. It’s the functionality and utility that these platforms now offer that makes them truly effective, or even addictive.
Design and content are inextricably linked, and the quicker we all realise that the better. It’s the holistic experience that creates a real impact, where the functionality and utility of a digital asset combine with great content to provide the user with a truly valuable experience. According to some recent research, users make a decision regarding an organisation’s credibility in around 1/20th of a second – with almost all of that attributable to design.
If brands want to reach their audience with impact then they need to start understanding that creating great content on its own is not enough. If you want to be effective you need to understand how design influences the perception of credibility, and brands have to start thinking about how their content relates to a particular user from platform that it’s served from. Brands need to start thinking about how they advertise natively, with the right piece of content delivered to the user, in the right place, and at the right time.
By creating content that is native to each and every platform and device, and experiences that are seamless and personalised for each and every user group. This is the big leap that some brands are yet to make. Some brands are still chasing audiences and trying to impact their target market as a group, all at once with a single piece of content. Sure, that’s still important in some respects (think shared screen TV), but that doesn’t work online. Without considering how you can solve the needs of an individual, you are just another brand looking for engagement and not finding it.
At Cirrus, we specialise in the world of B2B, so we can afford to be a little more user-centric and strategic without the impetus of having to drive worldwide reach on a daily basis. We have seen great results with all of our clients when they stop trying to impact a group via broadcast-type solutions, and instead focus on how to attract and engage users on their terms, with content that is available to them on demand, in order to turn those individual users into individual buyers.
A recent promotion by the CMO Council spruiks a webcast where you can “learn how marketing leaders are driving business performance through customer-centred engagement”. The webcast features experts from Amazon, Prime and SAP, while the upcoming Adobe Symposium includes plenary sessions like Experience Driven Commerce and Real Time Content Personalisation.
These are brands that everyone across a range of industries looks to as leaders, and their involvement shows how big global consumer platforms are taking this approach as well. The real power of today’s technology is that it allows you to have your cake and eat it too. You can address the needs of an individual, drive a genuine one-on-one relationship that has value, provide a holistic experience that actually means something, and have your brand rewarded by that user because you helped them solve a problem or enriched their lives.
And you can have this one-on-one/user view, en masse, and at scale. But what you can’t do is try and separate the performance of the content from the design of platform. As technology and our use of it continues to thrive, it is the platform itself, with its functionality and utility that is as important at creating a connection as anything else.
Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image: (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]
Forbes Australia has announced a slew of new speakers for its second annual Forbes Australia Women’s Summit: ‘Power Rising’. The ‘Power Rising’ event will take place at the Roslyn Packer Theatre in Sydney, led by a star-studded line up of female speakers. “We often learn as much from stories of hardship and failure as we […]
Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]
B Corp shop Paper Moose promises all the paper in its name was recycled as it reveals new ethical investment campaign.
According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]
Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]