Why is content such a “buzz”?! In 2010 the curation of content became the mantra for all things digital. This trend is evident in the explosive growth of companies such as Hubspot and most recently Facebook’s acquisition of WhatsApp. Why is the WhatsApp acquisition considered relevant in the world of content creation? It is because of the user generated, real time aspects of thoughts, ideas, expressions, sound bites, pictures, and videos that are all being generated in a moment of thought and expressed or shared among the creator’s inner circle. What do marketers need to penetrate? They need the consumer’s state of conscious or that person’s world of influencers. Highly personalized, insightful, meaningful content is the gateway to engagement. What do marketers seek but a loyal customer which is becoming a challenge to maintain in today’s highly competitive, untrusting and commoditized marketplace.
WhatsApp provides us with insight to how consumers are behaving in today’s social domain. Currently, there are over 450M subscribers (valued at $42 per subscriber1) exchanging user generated content in real time. That is the “holy grail” of marketing as it is an expression of the consumer’s inner most behaviors and emotional state of consciousness. These data points are the how, what, and why a consumer buys. This behavior transcends over to the current state of the economic or marketplace domain. Marketers need to understand this data in order to generate marketing messages that resonate and impact the buying process of consumers. This process is now being measured in seconds thus forcing marketers to increase the pace of innovative, creative, and trusting messages. The speed of content creation has been elevated to a marketing business process that is key to competitive advantage. And the messages need to be analyzed with statistical methods, frameworks and dashboards that answer the following:
- Descriptive: What happened?
- Diagnostic: Why did it happen?
- Predictive: What is likely to happen?
- Prescriptive: What should I do about it?
Content creation and statistical data analysis has become the competitive differentiator for developing highly effective multi-channel marketing campaigns. Marketers need to develop an “agile” framework for testing content creation. They need to understand multivariate campaign testing frameworks for driving highly effective customer engagement.
HubSpot and Salesforce are two company examples that are attempting to meet this challenge for internally for themselves and for their client base of marketers. They are masters of the three V’s: volume, velocity and variety. Analyzing the content that they are generating they can build sophisticated correlations for marketing automation that help to determine how much, how fast and how much variety in the content. By blending data with content you can develop engaging strategies to present the right content to the consumer at the right time.
Will Facebook with its acquisition of WhatsApp become the leader? Is Google with the DeepMind acquisition already there? Can marketers “mine” the conscious and subconscious state of the consumer in real time? Will breakthroughs in AI that are just around the corner become the game changing tools for highly personalized, engaging, real time content that solves the “holy grail” of marketing science? We still need to keep in mind of the privacy concerns of the marketplace. Are you or your organization leading, following or being left behind?