Marketing

Content Marketing Trends 2017-2018

Content Marketing Trends 2017-2018

2017 is more than halfway and the trends that will determine the ebb and flow of 2018’s Content Marketing have already begun to take form. Content will remain ‘‘King’’, as organizations increasingly rely on its ease-of-use to connect with their target audience. The end goal would remain the same, which is to create engaging content that enables brands to build trust, create qualified leads and earn profits.

Content Marketing Trends to Lookout for:



1. Mobile

Mobile devices drive greater traffic on the internet than desktops because more people are accessing content on it. While 2016 witnessed the rise of online videos – video content has penetrated mobile screens in a big way in 2017 and shall continue to do so. More online viewers are shifting their video preferences to smaller and portable mobile screens. Additionally, they’ll watch more of these videos from social media platforms such as Facebook, WhatsApp, and YouTube.

2. Facebook Shall Rule

Facebook is the 800-pound gorilla of content consumption, content sharing & discovery. The WASP 2016 State of Small Business Report, found that Facebook is still the most-used social media platform for small businesses.

3. Influencer Marketing

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Influencer marketing generates 11x higher ROI than traditional advertising. Influencers are in the game for the long-run because of the critical role they play in organically promoting a brand’s reputation among communities online.

4. Visual Content

Visual content has become so fundamental to the web that it has resulted in entire social platforms such as Snapchat, Instagram, and Pinterest to make images their sole lingua franca.

5. Video Content

Most of the consumer-driven internet traffic comes from video and the trend is anticipated to continue throughout the coming year. As said by Mark Zuckerburg himself, “I think video is a megatrend, almost as big as mobile.”

6. AI Generated Content

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For instance, Forbes’ earning reports are generated using Quill, a Natural Language generation platform based on data and template.

7. User Generated Content

85% of people trust content made by others more than brand content. This trend is a part of influencer marketing, minus the large audiences and authority enjoyed by influencers. This user behavior explains why Facebook, Youtube, Linkedin, Reddit, and Owler have succeeded in content marketing.

8. Virtual and Augmented Reality

Virtual and augmented reality has been generating a lot of buzz. Brands like Samsung and Jaguar are creating immersive customer experiences with their products and brand ambassadors using these technologies.

9. Reinforcing the Buyer’s Journey

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More marketers will leverage content at various stages of the buyer’s journey to create engaging and personalized content. Strategic communication from acquisition to retention will be reinforced through the power of content.

10. Promotion Matters

Most successful content marketers pay to promote their content. Content once published must not be left to itself. While you may think that your content is amazing and possesses the potential to go viral, the truth is that it probably won’t create much of an impact unless promoted.

11. Content Personalization

Content will continue to lead as the go-to medium for reaching out to the target audience, in the most direct and personalized manner. Since one-size-doesn’t-fit-all audiences, content enables marketers to share personalized messages that convey the right message at the right time.

12. Content Distribution Strategy

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Buyers are increasingly using the internet for making their purchasing decisions. Marketers must thus, leverage various methods and distribution platforms to ensure that their communications deliver expected marketing objectives.

13. Rely on Multi-Touch Attribution

Marketers will need to focus on multi-touch attribution to achieve their upper-funnel goals and measure the success of their content marketing efforts. A case in point being, successful content marketers have been gradually moving away from using lower-funnel metrics such as lead generation for measuring the success of their content.

14. Rise of Contextual Content

Branding on social media will take a more contextual turn with the aim of keeping its audience engaged. Brands will revolve their marketing communication around current events and goof-ups, to make content entertaining, valuable, and informative.

15. Dominant Content Marketing Tactics

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Social media and content will continue to make a strong team in the years to come. Blogs, newsletters and social media are likely to be the most-used tactic by content marketers in 2018 as well. Brands will invest in native ads and improve their audience engagement through better quality content.

Key Take Away:

Documented Content Marketing Strategy

According to Content Marketing 2017 Benchmarks, Budgets, and Trends—North America – 61% of organizations had a documented content marketing strategy in place. 83% stated that their content marketing strategy was extremely effective.

It’s best to avoid adopting short-lived trends and instead focus on creating a well-planned content strategy that works for your organization. Secondly, it’s a lot more time-consuming to attain influence and results through an unplanned content marketing approach.

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Content Marketing Methodology

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With 4 billion content assets published daily, it’s getting increasingly challenging to make content marketing work in the present scenario. Customers are being bombarded with information they don’t want or need and it’s up to us to cut through the clutter and find a better way to reach the right audience.

According to ‘B2B Content Marketing 2017: Benchmarks, Budgets, and Trends (North America)’ report – 22% of marketers have been extremely or very successful with their overall approach to content marketing. While 41% B2B marketers were sure that their organization had clarity on the success of their content marketing – 30% were unclear and 29% were unsure.

Over the years of working with Content for Advertisers, we have derived a structured methodology that works for Content Marketing.

Content Marketing Methodology Best Practices:

1. Define Your Objective
The first step is to demarcate the purpose of your brand content. What do you seek to accomplish through the content you share with your audience? Once you establish the objectives, create a strategy that caters to your organization’s content marketing needs.

2. Content Planning
Identify your target audience or buyer persona. This will help you create content that is relevant, gripping and valued by your audience. Once you have zeroed-in-on your reader base, initiate the content planning process by:

  • Creating a calendar to organize content into buckets or categories that encompass brand communication across channels such as the organization’s website, press releases, social media pages and blogs.
  • Analyse user behaviour and metrics to assess the best time to schedule and post content on various platforms, so as to reach the right audience at the right time.
  • Conduct surveys to understand current trends and user behaviour to improve the quality of content and its presentation.

3. Content Creation
The quality of brand content determines its effectiveness. Ensure that your team comprises of skilled writers who are passionate and creative. Once the content team is ready, your brand can capitalize on various mediums such as quizzes, infographics, webinars, podcasts and events. Collaborative content is another approach that can add value to the company’s content and marketing strategy. Reach out and invite members of your organization, influencers, allies and experts to build content for your brand.

4. Content Optimization
No matter how compelling the content is, it’s useless if your readers can’t find it. Content optimization enables it to be visible on search engines through search results and keywords. Having a strong SEO team to back content efforts will ensure that your reader base is able to access and engage with your brand. You can optimize content through keyword research and SEO marketing. Another way to check the efficacy of your brand content is to carry out periodic A/B testing – to check which content works better.

5. Content Distribution
Promote content online through various media formats and channels such as owned, earned and paid content distribution. Through marketing automation, you can promote content on several online channels such as social media platforms, apps and websites. Email marketing and pay-per-click (PPC) marketing are other content distribution tools that can help promote content.

6. Content Performance
Measure content performance to gain a deeper insight about whether your strategy is working or failing to yield expected results. Content performance helps asses which assets are doing better in terms of ROI, leads and conversions. Various metrics can be utilized to study the performance of content marketing, such as analytics, time spent, user engagement, conversion rate, heatmaps and CRMs.

7. Content Management
Content Management Systems (CMS) make it easier to publish, edit and revise content thereby reducing business time and cost. This system also helps improve search engine ranking and online branding through multi-channel campaign management such as emails, RSS, dynamic content, brochures and hypersites. Most importantly, CMS manage bulk content within a workflow which gives organizations greater control over their content.

With a documented content strategy in place, organizations can achieve better marketing results and improve their brand visibility. All it takes is a little planning and a structured and disciplined quantitative approach.

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Email Validator: The New Avatar of Kenscio’s Email List Cleaning Solution

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What if you could access the best of your existing and potential customers through efficient emails, that reach their inbox? Worried about generating high hard bounces and spam complaints, that impact your Domain and IP reputation, which reduce the chances of reaching out your customer’s inbox? Now, you may be wondering what has efficiency got to do with emails right? Absolutely everything! Precision counts when it comes to email marketing and ensuring that emails get delivered to the right email addresses can have huge implications on a business. Kenscio’s Email Validator is one such unique solution that lets businesses target email addresses with a hawk-eyed view.

Kenscio’s cloud based SaaS solution the ‘List Cleanr’ has been relaunched in its new and improved avatar – the ‘Email Validator’. With new UI and exciting features, the Email Validator enables businesses to maintain high email list quality by cleaning up to 80% of bad email addresses.

What’s New?

  • A graphical view of email list statistics
  • Enhanced Client Specific Configuration of bad email addresses and domains
  • Improved API for single email validation
  • Enhanced spam trap suppression
  • Improved performance by caching MX lookup (domain validity)
  • Improved email notification with detailed report
  • Extensive Summary of all list cleaning jobs done in past
  • Static and Knowledge based Email validation
  • Specific to RFC standards, ISP rules, and Historical list of Email bounces and Spams
  • Live Check of Inbox in popular ISPs
  • Blazing processing speed in excess of 4 million emails per hour

 

New Features: Create Tasks on Your Email List

The platform will enable you to create a task or job that needs to be done on the email list. All you need to do is enter fields such as the name of the job you wish to create, input file delimiter with (, and |), email address column position, an email address to receive status reports, option to select input file from FTP location, browse to select input file, option to send output files to remote location and start the validation process.

 

A Job Well Done

It gives detailed specifications about who the job was created by, date and time of creation, process start and completion time, status of the job and an option to view details for greater clarity.

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It Gets a Lot Better

The view details option gives access to a vibrant graphical pie chart that showcases details from the cleaned email list. It offers insights such as valid email ids, generic words, invalid and spam domains, duplicates, hard bounce rates etc. It also gives further information regarding the total records processed and the number of valid and invalid emails. You can also download the job result whenever needed.

 

A Comprehensive Summary

Have a Visual representation of all the Email List Cleaning processes and their performance in the account.

The Email Validator platform is agnostic to the sender’s ESP and has traditionally been used by clients along with large cloud based broadcast systems, small pay-as-you-use platforms and the medium scale domestic platforms. It is set to become a gamechanger in the world of email marketing and will assist brands, enterprises and email service providers to bring hygiene into their email marketing practice as well as to avoid eroding their domains and IP reputation.

It’s that simple. Everything you need to get a squeaky-clean email list is now available on our Email Validator. It’s time to let go of trial and error methods by embracing precision email marketing through Kenscio.

To read the official press release, visit http://www.prnewswire.co.in/news-releases/email-validator-the-new-avatar-of-kenscios-email-list-cleaning-solution-621406843.html

For more information visit http://www.kenscio.com/products-solutions/email-validator

 

 

 

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The CMO Revolution in 2016

Over the past 3 years, than ever before, the role of CMO has been through significant change and 2016 is shaping up to be no less transformative. Marketing professionals will be pressured to deliver measurable business outcomes, driving the need to formalise the customers’ path from digital marketing engagement to purchase. The role of the CMO is changing significantly and how! While a lot has been said and written about the strategic focus required by marketing heads in 2016, here is our immersive view of the same. This reflects the thoughts and opinions of marketing leaders, analysts and industry commentators!

CMO Revolution in 2016 - Kenscio

The 5 key trends predicted to drive the role of CMO to take you through 2016:

1. Get even more tech-savvy or make the CTO your BFF

Experts agree that technical and analytical skills top the most highly needed specialisations for CMOs in 2016. If you can’t do it yourself, make the CTO your most trusted ally!!
A marketing tech officer or specialist will be someone in high demand as CMOs realise the power of tech and how it can play a part in driving forward. One would need to see how to build those technical skills internally within the organisation or recruit them. The role of data-driven marketing, automation and lifecycle programmes and other innovations lean heavily on technology. As a result, to be successful as a CMO, having an analytical and technical background is becoming increasingly important.
The CMO is an important member of the executive board and has to work closely with the CFO, CTO, and CEO. For traditional CMOs, it’s indispensable to prepare to get on top of topics such as performance marketing, business intelligence, marketing automation, and at times even be able to perform basic SQL queries.

According to global director of a marketing automation company, CMOs are investing more time and resources into technology, and will soon have larger budgets than CIOs, if they don’t have already.
In 2015 Two-thirds of marketers planned to increase their technology spend and we believe that this perfectly mirrors the expansive marketing technology landscape we envisaged. Investment in technology is reaching new heights every year, and it’s all due to the new ways in which marketing teams are adopting technologies like CRM, CMS, marketing operations automation, data management platforms, search and social measurement tools.

2. Focus on Customer-obsessed growth via a Personalised approach

The next 12 months will see the” CMO working more closely with the Data & Analytics, BI, UX & UI teams together as predictions point to a widening in the customer obsession gap, according to Forrester. Leaders will graduate toward a customer-obsessed operating model, while laggards will aimlessly push forward with flawed digital priorities and disjointed operations.

In the analyst firm’s 2016 marketing predictions report, it claimed CIOs, CMOs and customer experience leaders will rally to achieve customer-obsessed growth by adopting human-centred design and data analytics to deliver exceptional experiences.
The marketer’s nirvana is being able to personalise. Being able to market exactly to the target customer. This would require the unification of data-booth demographic and activity level – around the customer, including social media, transaction activity, website clicks, downloads and more. Unified view of the customer and being able to address the customer-empowered with this knowledge is the path to communication nirvana.

3. The growth of Mobile and Social Channels

While Traditional Digital Channels (yes there are some ! ) continue to evolve alternate channels viz. mobile & social will be far more significant in 2016. Mobile innovations continue to fuel opportunities for greater reach and better customer experiences – mobile first services & solutions are expected to continue into 2016 as customers demand a more seamless fully digital experience. In the face of this fresh mobile wave, CMOs need to have a mobile-first mind-set in order to be nimbler and agiler moving forward. Examples of this are evident in the mobile payments space as digital wallets gain traction.
Moving away from traditional marketing to digital marketing front, marketers need to think about how they start engaging across multi-channels more effectively. Addressing customers’ A-I-D-A on a mobile device alone is a lot harder, so the choice of channel is equally important hence Social Engagement.
In fact – it is advisable to create a communication strategy to be able to optimise conversion across the board and to not treat social networks, emails, SMS, calls, and other channels in an isolated manner. CMOs must get their teams to understand – Cross Device Behaviour, Unify consistent communication across touch points and measure performance as well as efficacy of each channel for each customer thereby aim to communicate with each customer in the way that they would most like to hear from the brand.

4. Evaluate a mixed Click & Brick approach

Access anywhere – anytime is what the customer expects in 2016 and the CMO has to think on those lines. Marketers in the retail space will need to embrace Omni-channel strategies if they want to face the challenges of these new behaviours. As expectations evolve when it comes to delivery – for example, the increasingly popular ‘click and collect’ option, could be an option. Some delivery examples like Tube / Underground Metro routes have been tested and worked very well in 2015.
Using Omni – channel strategies – to meet the demands of the modern consumer – enables the design of ultra-personalised and effective loyalty, as well as targeted promotions that will increase sales. There will be a strong need for marketers in the retail industry to employ substantial omnichannel and cross-channel solutions in order to meet the demands of the modern consumer. CMOs will
need to explore In-store technology & experiences that will create a seamless journey for the customer regardless of how they interact with the brand.

5. Innovate to differentiate

It’s the same target customer that every brand is targeting. How then would the CMO get his dollar to go a longer distance? Not just that. This dollar needs to work harder than and before the other guys’ does.
With all things being equal the only differentiator available is Innovation. The approach could be Disruptive, Tactical, Technical, Immersive, Omni-Channel, Multi-Channel, Traditional + Digital, Global + Local – regardless. The vital ingredient that will differentiate winners from laggards will be Innovation. CMOs need to focus on harnessing technology & channels, knowledge & information to deliver innovation. While the technology is there to complement and support existing marketing efforts, we are seeing the rate at which technology is evolving is also pushing CMOs to think, plan, engage and most importantly innovate with customers in new ways.
Partnering with leading Innovative solution providers recognised innovators and thought leaders is the ideal head start that a CMO can give his/her brands.
The New Year brings 12 months of constant change, 52 weeks of innovation, 366 days of collaboration and strongest bond yet between the Dual helix of Marketing & Technology in the DNA of the CMO. May the force be with us!!

Amit Sarna
Vice President – Client Success & Partnership
Kenscio Digital

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More than the Expectation

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Organizations with a high client retention rate know the value of Account Management. Essentially, this is the process of creating and maintaining a strong working rapport with each client. Often referred to as Client Servicing, it is about understanding the needs and desires of the client, and moving to meet those needs in a proactive manner.

Exceptional Account Management is about the extra effort you put in to convert the client and company relationship into a strong mutually beneficial partnership. Clients often turn to you not just for the services you offer but the added value you bring to them. One of the most important keys that form the basis for effective account management is providing the client with people who know the account well and are able to be of assistance whenever needed. This means looking beyond the obvious. Account Managers educate the entire workforce and inculcate about of the goals of the client, the conditions that the client works within, and what expectations must be met for a healthy relationship.

So, organizations need to be extremely careful while designating an Account Manager. Organizations need to think about what the role requires and then pick the right person for the role. A broad range of skills is required to be an Account Manager which includes consultative, planning, financial, interpersonal and influencing skills. Ideally, this process is all about listening to the client, getting to know the client, and genuinely seeking to be there for the client in every possible manner. This approach builds a strong relationship that withstands provocative offers from competitors, creates opportunities for upselling, and also leads to excellent word of mouth for the organization.

Account Management have a profound effect on the performance of the organization. The treatment makes the difference between a loyal returning client who will, through conversations and story-telling, become an ambassador for your organization and a lost opportunity or negative influence for your company, somebody more likely to use your competitor’s services in the future. It is all about making a difference.

What do you think? Your thoughts…

Tell us in the comments! We’d be happy to hear from you.

(Contributed by: Ambili K Pillai, Group Manager – Client Success, Managed Services, Kenscio Digital)

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Marketing as a Shared Service – Managed Services

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As a business owner, one experiences a number of growth-limiting challenges. One of the challenge is formulating a marketing strategy, a unique and cost effective marketing strategy for growth. With a passionate team, one is able to handle and execute day to day tactical activities. It is a challenge to be competitive, to swim across the new wave of marketing, and ensure connectivity with the customer on their terms, and, the way they want to engage. Having an increased overhead with an in-house team with diverse skills, hiring a recruiting agency or managing a bunch of ‘a la carte’ freelancers isn’t an option. So what next?

How about marketing service delivery model which is co-ordinated, consistent and collaborative and aims at improving effectiveness and efficiency, resulting growth. It may sound far-fetched, but it isn’t! Consider Marketing as a Shared Service’ – Managed Services’, an extended marketing team who partners and help implement your initiatives on demand.

We at Kenscio offer you a marketing department, as your extended team. By this engagement, you can outsource some or all of the marketing activities to us and you can focus on your core business activities — all without adding overhead.

By partially or wholly outsourcing your marketing activities to us, you benefit by:

  • Working with a team who thinks and acts as an Integrated Marketing Partner
  • Getting on-demand access to qualified and experienced marketing professionals, thereby acting as a catalyst between you and the market
  • Having a dedicated partner who can deliver to meeting your end business objectives and not just to completing a set of tasks

 

Consider Managed Services (Marketing as a Service) to maximize your organizational capabilities and implementation success.

What do you think? Your thoughts…

Tell us in the comments! We’d be happy to hear from you.

(Contributed by: Ambili K Pillai, Group Manager – Client Success, Managed Services, Kenscio Digital)

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Yes, we did it again!

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MELT 2015, a festival for creativity by Kyoorius, is around the corner and it doesn’t get any better!

Kyoorius Advertising & Digital Awards 2015 partnered by Zee, GroupM, D&AD, Hindustan Times, Happy Finish, Afaqs, Pepperfry, Future Laboratory, Hyper Island, The Partners, BrandMusiq, One Eyeland, Youtube, Google, BARC India and many more had called out for nominations for various categories.

We are exultingly proud to announce that Kenscio has made the cut into the ‘In-Book’ under the category of Digital-Direct Response. This entitles Kenscio to win the ‘Baby Elephant’ and as one of the Nominees for the Blue Elephant Awards of Kyoorius Advertising & Digital Awards 2015.

The Final Winnings yet to be declared on the Event Night- May 21st and 22nd  .

There are many more to come and the Triumph is on for the much awaiting event!

For more information, Follow- http://awards.kyoorius.com/2015/digital/in-book-winners-blue-elephant-nominees-2015/

 

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Best Email Marketing Campaign Award for Kenscio

(Watch this video about award winning BookMyShow Campaign by Kenscio)

One More Award and we are exuberant to talk about our recent accolade in Digital Marketing. The BEST EMAIL MARKETING CAMPAIGN award won by Kenscio for BookMyShow campaign reemphasizes Kenscio’s commitment towards technology innovation & Marketing Excellence. ‘THE NEW ART OF EMAIL STORYTELLING FOR BETTER PERFORMANCE’ campaign for BookMyShow is a success story, an indication that the era of Real-time marketing has arrived.

5Th Digital Awards organized by Internet and Mobile Association of India (IAMAI) called out for entries under various categories and the announcements of final winners were made at 9th India Digital Summit on 14th-15th Jan,2015 at New Delhi. Kenscio won Gold under Email Marketing Campaign Category for its BookMyShow Campaign. Kenscio Founder & CEO Mr. Manjunatha KG and Co-Founder Mr. Saurav Patnaik received the award.

We ought to say that this award is a result of our strategic efforts and we take the pride to say that this prize only opens a new chapter in our book and makes us even more motivated and determined.

We Endeavour to make our customers happy with the services we offer, and we thank our reputed client BookMyShow in supporting us and for being a part of this acclaim. The courageous gesture of BookMyShow in devising and implementing a futuristic marketing solution is worth of applauds.

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Receiving “Best Email Marketing Campaign Award” at 5th India Digital Awards, awarded by Internet & Mobile Association of India (IAMAI)

 

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RTP has built several APIs to make it truly platform independent

Hurray! Now RTP has built several APIs to make it truly platform independent.

These are the first of its kind APIs which will help our clients consume the power of Real Time Personalisation without any limitations. You can use any Email Editor, any Email Service Provider, any Email Gateway and still integrate with RTP seamlessly, within seconds.

These APIs will help you get data from any Recommender system you use and show respective recommendations live inside an email. This can be extended to any data available outside the RTP system. The APIs can also be used to extract live data from RTP system.

Some of the APIs can also be used to use the RTP widgets like Timers, Progress Bars, Twitter Feeds, etc. Even without logging into RTP platform. You can make these widgets on the fly & integrate it with any system you use..

Come, make use of these powerful APIs now.

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Kenscio gears up for Teradata Connect 2014

 

With just a few hours left for the mega-event of global marketing pioneers, Kenscio’s spirit is all high now. An official showcase sponsor of Teradata Connect 2014, Kenscio will be launching the Real Time Personalisation (RTP) to hundreds of top-notch marketers from Europe and across the World. The creative demonstration of this unique product is definitely going to be an eye-catching spotlight in the event.

The event is focused on the true and combined power of data-driven cloud marketing and digital marketing. A number of inspiring Keynote Speakers and Industry Pioneers will attend this show addressing hundreds of delegates from around the world. A few renowned names amongst them are:  Dan Cobley (Google, Managing Director UK & Ireland), Nate Elliott (Forrester Research, Vice President, Principal Analyst), Nicola Mendelsohn (Facebook EMEA, Vice President), Dean Richardson (Xerox, Head of IT), Stephen Attenborough (Virgin Galactic, Commercial Director), Hermann Wimmer (Teradata, President International), Volker Wiewer (Teradata, Vice President, International, Marketing Applications), Mark Ash (Teradata, Director Teradata Interactive UK) etc.

Meanwhile, Kenscio has already made its presence felt at Stamford Bridge-London, the official venue of this event. The management team attending the event comprising our CEO Mr. Manjuanatha KG, CBO Mr. Saurav Patnaik are accompanied by the Director of Data Services and two of the Senior AVPs from Client Success and Strategy & Innnovation respectively.  The team has been in London for the launch and demonstration of RTP and for sharing their insights into the world of Real Time Content Personalisation.

Follow us on twitter(@kenscio) for more updates from Kenscio’s RTP team.

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