The week in content marketing with strategist Lieu Pham
Johnson & Johnson China is changing up its national marketing strategies to meet the country’s rapid increase in digital media consumption. We recognise the importance of moving away from Mad Men-esque ideologies and embracing the era of sharers and creators, and we see the potential for invisible apps to shift our future transaction behaviours.
In other news, Google announces that its new name and restructure are only the first of what’s to come in innovation, and social media giants are trying to kill off smaller players to achieve real-time domination. Also in this edition, Julia McCoy from CMI offers her most useful analytics tools for content auditing, and Copyblogger’s Chris Garrett discusses how to improve user experience online through more choices and “discover for yourself” tactics.
Content, Media & Marketing
Johnson & Johnson, otherwise known as Qiang Sheng in China, is changing up its creative direction in truly inspiring ways. J&J is experimenting with ways of telling its audience about the newborn resuscitation programs underway in more than 20 cities. The company is breathing life into the story through relevant product placement in popular local TV series, and they plan to provide free Wi-Fi coverage in hospitals to aid the long waits that most pregnant women must endure in China.
The aspirations of consumers from the pre-digital era were directly influenced by ideas promised on billboards and in mass ad campaigns. Russell Graham explains that although the same objectives of marketing remain effective to a certain extent, the digital landscape is expanding at an undeniably rapid pace, and brands that fail to fully embrace the “creators” and “sharers” will come last.
According to Marketing Land, engagement scientists are an up-and-coming hybrid profession set to take over the data analyst’s role in the very near future. The engagement scientist connects data measurements directly with marketing approaches, using statistical models to create even more value for customers.
Social & Tech
With digital seamlessly blending into our busy everyday lives, it comes as no surprise that the “invisible app” market is likely to alter our transaction behaviours while away from the laptop. Invisible apps can best be described as applications that live in the background, relying on sensors and contextual data to anticipate our needs. Omar Bohsali from TechCrunch explains why the market exists, the key benefits and visions for the industry for the future.
Twitter and Facebook are working hard to improve their live-streaming capabilities to beat the smaller forces in the real-time playing field. Twitter’s Periscope and Facebook’s Live are revealing new innovative add-ons to improve usability in an attempt to take down the smaller live-stream players like Meerkat.
Last week Larry Page announced a bold rebranding move in which Google would become the largest subsidiary of a new parent company called Alphabet. This radical shake-up of the company’s structure and management has come as a surprise to many. “Google is not a conventional company,” Page reiterated. “We do not intend to become one.” He has suggested that many more crazy, disruptive and exciting ideas will continue to emerge from under the Alphabet umbrella.
Tips & Tactics
Julia McCoy from Content Marketing Institute arms us with the nine greatest analytics tools to use in the life-draining content-auditing process. She provides her favourite links to DIY guides, evaluation factors, audit components and analytics necessary to ensure your content is up to the standards of an authority site.
Many brands are injecting humour into their social media presence to differentiate from competitors and get noticed in such a crowded climate. Zack Fagan gives some great tips and examples of hilarious branded content that reaches and responds to users across the social landscape.
In part two of three of Copyblogger’s Adaptive Content series, Chris Garrett talks about the tactics to improving your visitors’ online experience, creating more choice for the user to choose from and an alternative to the murky data created by browser cookies.