Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Vito Kasumović, Dentsu Aegis Network
We are inviting everyone to the apartment “Marketing”. Welcome one and all! We offer you a sea of content, where you can refresh in the morning when you open your Facebook profile or in the evening when you dive into the sea of TV commercials during your favorite TV show. The only problem is what to do if guests don’t know how to swim out of the flood of content offered to them, and decide to ignore everything that Marketing has to offer? How to draw them in?
This kind of content problem has been appearing for the last couple of years in the advertising world.
All the roads of investment in advertising lead to some form of return on invested money, but that road is not always the right one. The content is just a bridge between the brand and the consumer from whom a certain reaction is expected. The best conversion would be the purchase, but engagement would also satisfy most of the marketing experts. However, many recent researches show that the amount of content produced is inversely proportional to engagement, and the amount of content increases from day to day without strategic planning and measurement. Eric Schmidt, a former longtime CEO of Google, once said that today it takes two days to produce the same amount of content to that which was produced throughout the entire human history since the beginning of civilization until 2003. IDC Digital Universe research predicted that by 2020, 44 zetabytes of digital content is expected to exist!
How so you then achieve the set goals?
The 2018 statistics show that content strategy is still not in the focus of many marketers. Only 32% of B2C marketers develop a strategy for their content. By contrast, statistics show that 59% of “the most successful” marketers use such strategy. What kind of a strategy can be developed? A strategy that would make content personalized, customizable, and worthwhile.
Why would someone want a sea view advertising, if they want to go to the mountains?
Personalized content can make you stand out from the bulk of other ads. The content should be customizable, that is it should speak the language of consumers and think as a consumer. Advertising can become valuable only through prior research and creating a precise target group. In short, the content needs to be intelligent.
To achieve this, we need data!
Data are still the introduction to the evolutionary basis of content intelligence! It could be said that creativity is the head, and the data are the neck that turns the head. They are also important for the last link in the chain, which is the measurement. Incredible, but data shows that only a small number (about 21%) of marketing experts track and measure performance! Content creators who are able to measure the success of their ideas will be a step ahead of others in this digital age.
Dentsu Aegis Network has included content and measurement in its three-years goals. It also built its own special unit, Dentsu Data Services, whose Croatian Division utilizes data and modern tools to offer solutions for improving marketing strategies, increasing sales and better knowledge of consumers. One of the most useful products in the field of content is definitely Persona Identity Profiling which enables a profound analysis of consumers through their needs, motivations and habits. The services are implemented in Croatia through Dentsu’s member agencies, Carat Zagreb media agency and the iProspect digital agency.