As we enter 2019, technology is enabling more intelligent content to be created, while consumers are demanding more facts before they make a purchase. This is putting more pressure on marketers to tailor content that informs, rather than simply sells, according to Warwick Boulter, CEO of software firm Collaboro. Here, he predicts the Top Five Content Marketing Trends in 2019.
Trend 1: Automated personalised marketing
The rise of the data science is enabling all organisations to read their customers better than ever before. The increased ability to mine data from consumers has provided businesses with a greater understanding of what their customers want and to tailor their offerings accordingly.
Importantly, data science can be used to measure the outcomes of the marketing campaigns and to create targeted content.
“Never before have we had access to such insights and been able to leverage data to engage, market our goods and make sales,” Boulter said.
“So, if your business isn’t analysing data to deliver insights and relevance to your next campaign, get a data scientist on deck.”
Trend 2: More educational content
Educational content about products and services fosters a greater understanding of why we need something. More and more, savvy businesses are informing consumers about their goods and services.
“Supplying educational content is just another way to distinguish your brand and earn it some additional credibility. Medibank’s educational marketing strategy, for example, involves releasing approximately five videos per month aims to foster an understanding of health, fitness and what private health insurance really is,” Boulter said.
“It’s a winning campaign and it isn’t just spin. Medibank’s ‘Medibank 100’ campaign involves conversations with diverse Australian and includes facts and figures which can help people make better and more informed decisions about private health insurance.”
Trend 3: Influencer strategy and engagement
The rise of the D-list celebrity will become more pronounced in 2019. Already, online influences such as Instagram stars, sporting heroes, and voices of Twitter have greater reach with audiences than some traditional media.
“They’re famous faces that we know, but can’t remember why we know them or for what purpose. Yet their reach is invaluable,” Boulter said.
“Just take a look at Carrot Top or Dustin Diamond, or closer to home, Adelaide star Kayla Itsines. She built her fitness empire via the power of Instagram and is an influencer of fitness and health. Businesses are likely to enlist D-list celebrities in the future to endorse and market their goods.
Trend 4: AI used to create personalised advertising campaigns
Artificial intelligence (AI) will be used increasingly in 2019 to create personalised advertising campaigns that can multiply the effectiveness of online advertising. An example is Pencil, which is a creative AI tool that enables brands to craft massive personalised ad campaigns, multiplying the effectiveness of online advertising.
“AI will also enable organisations to research and develop crucial marketing aspects, such as keyword searches, trends and current audience response, which all means faster campaign ability,” Boulter said.
“AI-based algorithms on websites can also match how each user best responds to marketing material. We are just seeing the beginning of machine learning and AI to market goods, so it’s now’s a good time to get on board and fire up your marketing team with tech experts who can write the algorithms.”
Trend 5: Storing it on the cloud
The rise in intelligent content depends very much on the existence of the cloud. Imagine a business has hundreds of pieces of digital media, each with different elements, all tagged using scene, facial and object recognition.
“If this data is stored intelligently on the cloud, the business can rapidly deploy and share owned assets,” Boulter said.
“Connecting this content library to marketing teams, agency teams and their relevant digital marketing platforms is core to being agile, efficient and ready for 2019.”
InMoment today announced an employee Return to Work technology offering designed to identify employee attitudes about office or at-home workplace safety and personal health, work procedures and environmental needs, and ongoing employee well-being as employees adapt to new working environments. As the world considers reopening, leaders of the world’s top brands are wondering how to […]
Australian e-commerce continues to boom amid COVID-19, with the latest figures showing online shopping for April shooting up 31 per cent year-on-year. And in April alone, 5.2 million people made an online purchase, with online retail accounting for 11 per cent of total retail turnover. Increased demand inherently means increased returns. Yet many Australian businesses […]
New research has revealed Australia’s fan industry is worth $4.3 billion, with 28 per cent of Australians considering themselves fans of something, representing an opportunity for brands to engage with new audiences to unlock growth. The independent study conducted by the human and cultural strategy team of FiftyFive5 and Nine’s marketing solutions division, Powered, spoke […]
Following on from the launch of the Australian Digital Advertising Practices (ADAPs) last month, IAB Australia has issued a call to action for the digital industry to adopt the IAB Tech Lab’s transparency standards across the programmatic supply chain and commit to other related recommendations. According to Jonas Jaanimagi, IAB Australia’s Tech Lead, standards already […]
Stella Artois has partnered with indie folk singer M.Ward to create its latest ‘Daydream’ campaign – a glorious ode to summer. As part of the campaign, M.Ward updated the 1966 Loving Spoonful hit ‘Daydream’, and it’s certainly the feel-good, whimsical tune the world needs right now. In the near three-minute spot, dancers twirl and strut […]
A decision in 2017 to incorporate an Out of Home strategy into its marketing mix has helped protect appliance manufacturer Bosch’s brand recognition through the COVID-19 pandemic. Bosch has benefitted from outstanding brand recognition growth, both aided and unaided, since incorporating Out of Home into the media mix. Taking a long-term approach to its advertising […]
Sydney-based independent creative agency, The Core Agency, has created a new integrated campaign for their client, Elders Insurance, targeting SME business owners. The insurer is part of QBE Group’s stable of brands. Elders Insurance is one of Australia’s largest regional and rural insurance providers, with over 100 years of experience. The Elders Insurance model is different to […]
TikTok today launched new advertising solutions to empower small and mid-size businesses to tap into the power of TikTok For Business to grow their brand. The global availability of TikTok’s self-serve advertising solutions gives marketers the tools to tap into the creativity of the TikTok community, reach new audiences and optimize their marketing campaigns with an […]
The COVID-19 pandemic and subsequent lockdown restricted the ability of consumers to interact and purchase their desired cars in dealerships. To overcome this issue, Audi introduced an online reservation tool. In partnership with PHD, the tool was launched through an omnichannel strategy allowing consumers to have ease of access to their new car purchase. “This […]
Getty Images and W Series have announced an exclusive deal which sees Getty Images serve as the Official Photographic Partner of the newly launched W Series Esports League. Brand-new for 2020, the W Series Esports League will see W Series drivers from around the world compete in the first official women only simulated racing league. […]
Rich Curtis has acquired FutureBrand’s Australian operations from Interpublic Group. The new ownership will enable the business to double-down on its commitment to the Australian market and invest locally, while still maintaining its global network via FutureBrand as an affiliate. Since opening its doors in 1999, FutureBrand has created and transformed iconic brands including Nespresso, […]