What are you most excited about in the digital marketing space at the moment?
I think there is huge potential in augmented reality. I have recently come across a really interesting New Zealand technology company called ColAR mix that has an augmented reality app. The app allows brands such as Ralph Lauren and Starbucks to create content that can be coloured in by consumers and then brought to life in 3D. It is difficult to explain but truly magical when you try it, and the potential for this is really exciting – particularly around 3D printing and gaming. You can create your own augmented reality products online and then potentially receive your custom-designed products in the future.
What’s your favourite example of innovative digital marketing?
There are so many! It is hard to choose a favourite but I do really like cross-overs when two or more organisations collaborate to reward customers. Whatever you may think of Uber, I do enjoy their special on-demand events, especially in Singapore, where they are adapting their partnerships for the local market: from the Singapore Grand Prix to bespoke tailors.
I also enjoy campaigns that surprise and delight their fans, such as Burberry’s ‘Kisses’ and Taylor Swift’s ‘Swiftmas’ secret santa – just because you have to smile.
Where do you go for great content?
Great content bubbles up so it usually finds its way to me very quickly if I’m its audience. When I’m not, my network often tags, shares, pins or pings it to me.
I’m lucky in that in my role I’m working daily with teams in up to 10 different countries and therefore have the opportunity to connect with new people regularly from different cultures and companies. I try to link in with what’s exciting them, to get a broader perspective.
What’s next for digital content?
Technology is now ready to combine multiple digital formats, so you can use new techniques to create more interesting content – adding sound effects to reading; using internal location software to bring museums to life; 3D, VR, AR; – the list goes on!
All of these exist now but they are still evolving to bring sensory experiences into storytelling – using all possible tools in a way that makes for a much more involving experience. I’m not advocating you simply mash everything together but I’m looking forward to seeing how smart marketers combine the elements as the technology gets better and better.
What defines good content?
Content is everywhere – so the challenge is to deliver content that is genuinely content and not just created for the purpose of being presented to an awards panel or for a company’s showreel. The best content is that which resonates with the audience. The way in which an online reader shares and engages with content is a great factor in measuring deliverable results. If actions are taken by readers as a result of your content, then that is the sign of a great result.
I think that particularly in the B2B and the B2G spaces people find it challenging to create content that surprises and delights as they haven’t traditionally had specialists in this area. A nice example is POS software company Vend who have created a virtual university for their retail clients to learn more about industry trends. It’s simple but effective for creating relevant content for that niche group.
What is the biggest myth about content marketing?
That it is easy – It’s not. While there are many great content marketing tools, services and agencies that can help you, it does need to be driven as a partnership from the inside of an organisation for it to really work.
How are you amplifying and maximising your content?
There’s so much we could say but we’re working with modest resources so we conduct lots of small tests with the messages, media, platforms and partners. We measure everything and try to optimise; of course we share everything we do across our internal communications and marketing teams internationally.
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