Cartoon sketchers, standup comedians and bloggers- for decades, these have been the profession of people with creative bend, but hardly meant for storytelling or brand marketing. However, with young consumers moving from TV to mobiles for shopping, entertainment and even information, the methods of reaching out to these consumers have changed, and so is the content sold on mobile phones.
For instance, Bengaluru-based online mattress company Wakefit has joined hands with a standup comedian to reach out to its customers, instead of betting big bucks on exorbitant TV ads or newspaper promotions.
“We didn’t want to do hardcore videos that would try hard to sell the product. Instead, in our soon-to-be launched digital ads, we plan to use sketches of millennials and bits of their everyday lives. It could be in a way to show how important it is to have right bed if you have any ailments or just lack of sleep. The idea is to resonate with customer needs and experience, and not thrust the product on their face,” says ChaitanyaRamalingegowda, co-founder of Wakefit.
According to industry estimates, globally on an average, a voracious content consumer could be bombarded with anywhere between 3,000-5,000 marketing emails and ads per day. And this is the exact fear of the new age brands- they don’t want to be lost in the group as one among many.
Commenting about the growing need to get the e-content right, Rama Krishna Kuppa, founder and CEO, ONGO Framework, says, “As consumers have moved from TV to mobile, their attention is divided accordingly. When you look back, it was from TV to computer and now to mobiles. Hence, when making marketing strategies, retailers should have mobile-first approach.”
Sharing similar thoughts, Ramalingegowda says the attention span of the millennials is way too low as they are exposed to various channels and traditional marketing approach would not reach target customers.
Further, he says millennials have versatile options in content consumption and to reach the multi-media savvy customers, a brand has to be everywhere – text, audio, podcasts and other forms.
“There’s no way a brand can fool the young customers and if there’s no value addition to the content, it’s impossible to get them to believe in your brand,”Ramalingegowdasays. Also, he adds that it’s important that the content doesn’t sound like sales pitch and there should be content generation impact.
Journey from ecommerce to search commerce
Meanwhile, Kuppa highlighted how the transition in consumer behaviour had taken place from traditional brick-and-mortar stores to digital platforms and similarly two decades ago customers who used Search Engine Optimization (SEOs) had now moved to search commerce.
“Industry reports say that about 70 per cent of millennials first do mobile-based searches and any consumption of content happens with digital discovery. Since a brand or a product is first discovered on mobile, it is important that the consumers get the right content,” says Kuppa.
What is right content?
According to Ramalingegowda, there are two types of content- performance driven and brand driven.
“The performance driven content helps a new customer makes informed choices. It could be through reviews, customer feedbacks or just blogs. A new customer is introduced to a brand and its products, and based on his/her needs, the customer makes an informed decision,” he says.
Meanwhile, brand driven content will be marketing strategies that will not tell the story of a brand, but makes sure that the audience is inspired to buy a product or try the brad.
Long term strategy – make it local
Most of the tech giants like Google, Facebook have switched to ads in local languages like Hindi, Telugu, Kannada, Bengali and so on, understanding the need to connect with its local audiences.
Kuppa believes that making content in the local languages of the digital natives will be the future of content generation.
“Going beyond Metros and tier I cities, smartphone penetration will be rapid in tier II and tier III cities. Now, with more and more people in smaller towns turning to their mobile phones for shopping, it is important for e-commerce players to have native content in local languages. With this, there is high scope for business expansion in these markets,” he says.
“Seamless integration of brand stories and storytelling will be the future of e-content,” predicts Ramalingegowda.
He says that currently the consumption of content is disjointed and many players are doing different contents for different channels like Facebook, Instagram and so on. “In future, most of the brands will try to integrate the content with each other even if it’s available on different platforms and seamless consumption will take over industries,” he says.