7 content marketing trends for 2013


Omni-channel retailing, building emotional bonds with consumers and ‘hyper-visualisation’ are amongst the key smart content trends for digital marketing in 2013, according to a new report.

Kiosked, a global platform for visual and social commerce, has launched its Smart Content Trend Report 2013, a trends analysis which addresses the changing digital marketing landscape and introduces the concept of Smart Content, a non-intrusive service for consumers that is interactive, targeted, personalised and measurable.

The report, developed using insights from leading industry experts, highlights the need for Smart Content as a response to the underlying trends and shifts in marketing, retail, and content that are changing and shaping the ways in which brands interact with consumers. Kiosked’s report explores new approaches required to meet the needs of brands, publishers and consumers alike in a streamlined, new approach to modern-day marketing.

“In recent years, media has become decentralised and increasingly intertwined with ecommerce. Simultaneously, the explosion of online visual content in the form of videos and images has changed the way consumers engage, experience and consume digital content. A new kind of user-friendly and non-intrusive marketing is needed, and Smart Content enables that by turning marketing into a service, enabling measurable brand engagement and seamless user experience across all channels and devices while allowing brands to be contextual and relevant to consumers at any given time”, states Micke Paqvalén, CEO & Founder of Kiosked.

Featured at the Forrester Forum for Marketing Leaders in June 2013, the Kiosked Smart Content Trend Report 2013 identifies seven major trends that are changing the face of digital marketing, underpinning the need for Smart Content.

Highlights from the Smart Content Trend Report include:

1. Omni-channel retailing – where impulse, there sales
Anything can be a retail showroom and an opportunity to monetise. Brands need to step up and create seamless, optimised and personalised, brand specific customer experiences –
no matter the channel.

2. Blurring the boundaries: every device is a portal
Every surface becomes actionable. Shopping is virtual, yet real. Our handhelds become actionable shopping magnifiers, giving consumers immense power at their fingertips. Brands and channels blur – retail is branding and branding is retail.

3. The dawn of the hyper-visualisation age
The internet is boundary-free and increasingly visual. New technologies are enabling hyper visualisation, where any object in any piece of media is a portal to other media. Hyper visualised content creates a new engagement point for brands.

4. The rise of online video
Immersive, stimulating and always available. The explosion in online video streaming further enables brands to engage with consumers, providing delightful, instantaneous content

5. Age of singularisation: marketing to match your lifestyle
As marketing becomes more granular, content should become a service – interesting, relevant and focused on building relationships. Singularisation occurs when the emotional bond with the object exceeds its material value.

6. Content intelligence and the two-way conversation
The rise of available analytics is disrupting traditional media buying. In a world where brands communicate directly with consumers, the role of media agencies and traditional media buying is changing, with the right content at the heart of it all.

7. The need for new measurement models
The relationship between brands and consumers has evolved. Why hasn’t measurement? Casting off old models and adopting more relevant, updated models based on quality, not just quantity is the way forward. Direct engagement and new models of measuring it will lead to new business models.

Source: www.kiosked.com

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