How the Future of Online Marketing is Rooted in Creative Social Messaging Content
At this point, if you’re not online you’ve been left behind (pardon the rhyme). Looking at this year’s marketing trends and beyond, the power of content marketing is undeniable. In a recent gen.video and Geometry Global study, nine out of 10 social network users were reported being influenced to make a purchase after seeing content on social media. That’s huge. Informa backs this up, finding that the vast majority of industry-leading marketers are investing significantly in content marketing in 2018.
But there’s another trend on the rise as well—not only is content king, it’s moving to messaging.
The Creative Group has found social messaging to be the biggest coming investment by marketers and advertisers next year. Or in other words (Fred Wilson’s to be exact), “messaging is the new social media.”
In short, the future of marketing is content marketing, and the future of social media is social messaging.
Introducing content marketing via social messaging, as done by Clarks.
Finding a way to creatively reach customers via WhatsApp, Clarks decided not to promote specific products, but instead let fans who had opted in with the brand to interact with brand-created characters representing subculture movements adopting a specific product as part of their look.
Fans didn’t just learn about a shoe, they learned about the movement that inspired it directly from a character experiencing it. Not too shabby. And as an added bonus, the data collected from customers’ live chat interactions will now set up Clarks’ next campaign up for success.
Meanwhile, other retailers are reaching consumers via WhatsApp and Facebook Messenger for everything from customer service to event invites to direct buying. But finding ways into messaging apps is problem all brands will need to eventually solve.
Not only is the future of marketing online, it’s rooted in content schemes ever more creative and diverse—and nowhere else is this more apparent than in social messaging.