1. For the last few years it is clear to say that the way in which brands relate to their
consumers, and consequently the way in which these consumers revert back to the
brands has caused many a marketer to evaluate the traditional campaign approach
that up until now has been the ‘way things are done’. An always switched on
approach, device proliferation, social networking and the continuous rise in mobile
consumption has meant that the way even in which people communicate with each
other has become more digitized. The digitization of our daily lives has meant that in
order for brands to survive, they also have to adapt their approach.
The brands that will achieve success will be the ones who’s efforts have the ability to
deliver a core idea which seamlessly spans many channels and devices, whilst stilol
having to operate in an environment where budgets continue to grow tighter and the
constant search to justify ROI continues.
In order for brands then to maximise their approach to the market, they must look at
2 key influential factors:
1. What is the degree to which their target audience is always connected.
Especially throughout a single day when multiple devices will be used. The
more connected the consumer is the more access and exposure they will
have to e-commerce, video, advertising etc.
2. There also has to be consideration put on social engagement. The degree to
which the consumer relies on communities and social media. With consumers
constantly checking Facebook, Twitter, SnapChat , Instagram status’s all day,
This leads the way to many questions including, how do these consumer respond to
branded content on social media, how much of what they see on social media
actually influences their buying decisions. These are the two major determining
factors when it comes to putting together a strong Content Engagement strategy.
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