Guest Column: Trust is the secret ingredient of content marketing: Manesh Swamy, Hungama Digital Services
Manesh Swamy, Creative Director, Hungama Digital Services, on how innovations will drive marketers to become more tech savvy
Manesh Swamy, Creative Director, Hungama Digital Services, on how innovations will drive marketers to become more tech savvy.
We're in the initial phase of a dramatic change where innovations will have an impact on how marketers, and businesses in general, will talk to their customers and get things done. AI, bot platforms, voice-based search and an excessive spread of video content, coupled with mobile-first consumers coming of age, will demand that marketers get more tech and data savvy. Be prepared to experience more video and more live streaming; and dive into the rabbit hole of augmented (AR), virtual reality (VR) and the Internet of Things (IoT).
Visual content has become so fundamental to the web that social platforms are changing their algorithm to keep pace with shifting trends. Like images, video is core to the internet experience and entire platforms like Facebook, Snapchat, Instagram, Pinterest, (RIP, Vine) have evolved from their old format with Facebook Live being a recent example of video integration. Zuckerburg himself has gone on record to state, "Video is a megatrend, almost as big as mobile." Going forward, 10 out 10 feeds on your FB is likely to be pure video content.
Creating contextual relationships with consumers will be the real success stories for brands in the coming year. Reaching out and connecting with people who hit the limelight when there is a national or internationally covered event such as De-monetisation or a big sporting event will be a key focus area. Brands should put themselves in the epicenter of these events or best create their own milestone on the calendar.
"85% of people trust content made by others more than they trust brands' content." Trust is the secret ingredient of content marketing. It’s the crux of why brands do content marketing in the first place. Brands will also understand that User-generated content (UGC) will be much more effective at building trust that their own content marketing efforts. It’s time to shift gears. UGC might seem like a new ‘in’ thing, but it’s really not. It’s just influencer marketing - minus the large audiences and the authority influencers wield. Suddenly, every consumer you have is a micro-influencer! Boom!
(The author is Creative Director, Hungama Digital Services)
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