- Creative agencies will need to collaborate more with content production groups to create standout real-time marketing for their clients
- Crucial to any brands objectives is creating sustainable, engaging customer relationships and improving the overall experience of the customer
- In 2017 it’s predicted that 87% of spending in the entertainment and media industries will be allocated to digital media
- New media is globally reshaping brand communication strategies which demand high quality content that is more cost effective and faster to create
Hot on the topic of conversation at the moment is creating that triumphant “Oreo Moment.” From the US to Saudi Arabia, brands are preoccupied with finding that one pivotal moment of glory in the new media space that grabs everyone’s attention. Are we ready to create standout real-time marketing in the MENA region?
With the help of content creators, the answer is yes. We’re living in an era where previously unsung content creators become the heroes, and will be pivotal in defining a new value chain industry model. Agencies will focus on collaborating more with content production strategists to ensure that the immediacy of new media can be achieved
Advertisers and marketers have realised the importance of human-to-human conversations with their audiences, regardless of whether they are businesses or consumers. Creating sustainable, engaging customer relationships and improving the overall experience of the customer is a critical objective. The consumer is captured by stories that make them feel emotionally connected to the brands they use. It’s now common knowledge that the most effective way to form that connection is through the use of visuals: an image, a video, a gif etc. By 2017, video will account for 69% of all consumer Internet traffic according to Cisco, whilst it’s common knowledge that almost half our brain is involved in visual processing.
As speculation gains traction that the old media industry will eventually implode, the future of content becomes clearer. Talking for the sake of talking, creating content that doesn’t ignite engagement or generate interest isn’t enough. Never has strategy been more important. Content management has to be driven by specific goals, a defined plan that addresses the meaning of success.
Content distribution has to be quick, relevant and impactful. Audiences across all media channels, social or otherwise, are bombarded with content which means only the salient brands will succeed. With the rise of free open source content readily available to all, the responsibility to communicate in ways that are authentic and interesting pose opportunities and challenges for all brands. It means that old ways of doing things has to be reassessed.
The amount of content generated on a daily basis on new media channels supersedes perception. Only campaigns with powerful ideas that are professionally produced carry across the right message to the right audiences, filtering through the algorithms that determine what type of content audiences are seeing. In 2017 it’s predicted that 87% of spending in the entertainment and media industries will be allocated to digital media.
The MENA region has an opportunity to focus on strengthening the quality of ideas and content created for new media channels. Campaigns should be produced with the same creativity and craft as traditional media campaigns. Content producers, such as stills and video production houses, will become more and more relevant as the region begins to adapt to real-time marketing models.
The media world’s paradigms are changing. New media is globally reshaping brand communication strategies and collaborations with content production strategists, to generate better content that is more cost effective and faster to create, will become more important than ever.
The article is written by Jesus Blanco for Arab Business Review
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