The week in content marketing with strategist Lieu Pham
We challenge the assumption that YouTube is a viable alternative to advertising on television, and we look at how marketing automation platforms are revolutionising the way brands make product recommendations online. In other news, Tourism NT launches social campaign ‘Astronomeet’, Tinder creates its first non-romantic feature and Apple.com finally gets a web-design makeover.
Also in this edition, we look at six key neuromarketing principles that can be implemented for better conversion rates and we provide the most effective ways of engaging in personalised marketing strategies without scaring off your customers.
Content, Media & Marketing
Research shows that physically touching or interacting with a product increases the willingness to pay for it. That’s why Neutrogena created a special cover for Caras magazine, inviting readers to physically rub the makeup off front cover actress Giovanna Ewbank’s face using the beauty brand’s newest makeup remover wipes.
It is now assumed that with all giant brands shifting their ad dollars from TV placement to YouTube advertising, web video is the dominating platform for reaching audiences. The Wall Street Journal begs to differ, with new statistics showing why some brands still feel uneasy about fully integrating over to the “TV-like effect”.
Next-level digital platforms are rapidly revolutionising the way other companies deliver the online experience to customers in real time. Meet SmarterHQ, a platform that executes cross-channel marketing programs to hit buyers based on linking search history. SmarterHQ can make assumptions, such as that googling for the closest McDonald’s may mean you’re not actually a yogi, despite the fact that moments later you trawled through an array of yoga pants on your favourite online fashion store. With the help of this platform, companies can assume that you probably wear yoga pants in the name of fashion, and offer you shoes to match instead of a mat or drink bottle.
Tourism NT is testing the power of influencer marketing by partnering with three high-profile social landscape photographers to promote Uluru Astronomy Weekend. ‘Astronomeet’ will involve the photographers sharing their images of the Territory night sky to a following of just under 100,000 people. Local photographers are also invited to share their photographs to feature on the NT Instagram page during the stargazing events.
Social & Tech
Twitter is an extraordinarily effective platform for selling shoes, commenting on events and contacting future terrorists. Islamic State has utilised the power of Twitter and other social platforms to communicate with current and future ISIS members, and the FBI is not taking it lightly. Taking into account the mental state of the user and the content of the tweet, interacting with terrorist members via social media is a serious offence, according to the FBI.
In an attempt to focus on “overcoming all the issues of meeting new people”, Tinder may eventually become a competitor to LinkedIn, following the announcement of its first-ever non-romantic feature in collaboration with Forbes. The dating app is testing out a purely professional feature available exclusively to 2000 young millennials who’ve made the Forbes’ 30 Under 30 list. This exclusive trial enables these elite individuals to swipe right among network members and communicate with each other via chat if mutual right-swipe action takes place.
Quartz brings up the interesting topic regarding the power of brands on Instagram, thanks to the middlemen showcasing their products to an audience of experience-seeking users. Writer Melissa Hughes explains how celebrity Instagrammers are the version 2.0 of branding, just like the internet is to magazines. Brands have recognised the role Instagram plays in creating fake memories of something we didn’t know we wanted, or a happy time we recall but never actually experienced.
With the rumoured release date of the new iPhone to be early September, Apple has unveiled the latest version of its website, losing the domain ‘store.apple.com’ to become a one-page affair. To add to the buying experience, purchasing buttons and options are now available on every product page, there’s category-based browsing and a shopping bag feature has replaced the shopping cart. With over one billion people accessing the website every year, the revamp is said to simplify the buying and navigation process.
Tips & Tactics
Being more informed about what your audiences are searching for, posting about and what words are being grouped together during an information search will optimise your SEO strategy and overall content marketing efforts. Ragan explores 10 of the best platforms to extend your audience reach using keyword research tools.
Marketing gurus from this year’s Content Marketing World share their insights and tips on how to create personas that truly emulate the characteristics of your target audience.
While today’s consumers claim that a ‘close enough’ experience just doesn’t cut it anymore, targeting users beyond their comfort levels may be enough for them to resent you. Brad Meehan from Advertising Age explains the method to creating responsible brand personalisation, giving your customers back (some level of) control.
Neuromarketing uses fMRIs, EEGs and advanced sensors to study consumer behaviour relative to marketing practices. Jeremy Smith from Marketing Land uncovers the latest principles in neuromarketing research to improve conversion rates.
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