Page 15 - index
P. 15
RESEARCH, ANALYSIS & TRENDS
Content Shock
is real and makes
an impact in 2017
Like all marketing areas with digital roots, content mar- Although the development on Google is not quite as
keting is constantly changing, which is why the following dramatic, the trend there goes into the same direction.
should be of interest and kept in mind: What I try to say is that you won’t be able to get around
it, making “pay to play” the motto of content marketing
Ephemeral content is here to stay in 2017.
24-hour content is up and coming, as the success of Rise of Virtual Reality (VR)
Snapchat can no longer be denied. Facebook is experi-
menting as well with this new content form so that it can Last year was a milestone for Virtual Reality (VR),
be expected that 2017 will play an important role and since Pokemon Go managed to make the new technol-
won’t be limited to Snapchat. However, how to use such ogy popular and a mass phenomenon. And if that was-
content most effectively for content marketing will be one n’t enough, the technical development already reached
of the major challenges for content marketers this year. mass-production: With Occulus Rift, Playstation VR
Especially since the hip image messaging and multime- and the HTC Vive there are high-quality devices availa-
dia mobile application is still owing the proof that content ble that enable the immersion into the virtual world in
can convert. the known quality. Although the end user prices are still
high, there is already acceptance and so it is only a
Video everywhere matter of time before VR becomes interesting for con-
tent marketers. The first steps are made already and
Video content is by no means a new trend, but the tech- 2017 will show now whether VR is ripe for content mar-
nological possibilities have grown rapidly in recent years. keting.
Whether live video, micro-videos or common video ads -
nowadays, moving picture material is well received eve- A consequence of the content marketing hypes is an
rywhere. Meanwhile, smartphone users have also suc- oversupply of content. The so-called content shock is
cumbed to the video trend and are making up an ever- real and has an impact. Not so long ago, companies
greater part of the world's video traffic. Not only has the were spending 80% on content creation and only 20%
reception been simplified, even the creation is easier on content promotion. But as mentioned, the organic
than ever. Thanks to the mobile triumphal procession, visibility is falling steadily, especially in social networks,
the next video is just a click away and the quality is that’s why content should be advertised better and
steadily improving. All of this makes video content an more effectively. Native Advertising is one option, as it
essential building block of content marketing campaigns has the advantage that content can be found there di-
this year. rectly in the natural environment of the readers. Ac-
cording to a study, in 2020, native advertising should
Organic reach declines rapidly have a market share of 52% in digital advertising, but
as said, it is only one of many ways and the fight for
Social media has become the place to publish content, visibility in Content Advertising will for sure be rekindled
hence, Facebook wants to become THE digital publisher in 2017.
now with Instant Articles. But the downside of the medal
is that almost all social networks in the past few years Concluding, I’d like to point out that as in previous
have contained the organic reach. years, content marketing continues to be more visual,
interactive and mobile. ◊
By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Content Shock
is real and makes
an impact in 2017
Like all marketing areas with digital roots, content mar- Although the development on Google is not quite as
keting is constantly changing, which is why the following dramatic, the trend there goes into the same direction.
should be of interest and kept in mind: What I try to say is that you won’t be able to get around
it, making “pay to play” the motto of content marketing
Ephemeral content is here to stay in 2017.
24-hour content is up and coming, as the success of Rise of Virtual Reality (VR)
Snapchat can no longer be denied. Facebook is experi-
menting as well with this new content form so that it can Last year was a milestone for Virtual Reality (VR),
be expected that 2017 will play an important role and since Pokemon Go managed to make the new technol-
won’t be limited to Snapchat. However, how to use such ogy popular and a mass phenomenon. And if that was-
content most effectively for content marketing will be one n’t enough, the technical development already reached
of the major challenges for content marketers this year. mass-production: With Occulus Rift, Playstation VR
Especially since the hip image messaging and multime- and the HTC Vive there are high-quality devices availa-
dia mobile application is still owing the proof that content ble that enable the immersion into the virtual world in
can convert. the known quality. Although the end user prices are still
high, there is already acceptance and so it is only a
Video everywhere matter of time before VR becomes interesting for con-
tent marketers. The first steps are made already and
Video content is by no means a new trend, but the tech- 2017 will show now whether VR is ripe for content mar-
nological possibilities have grown rapidly in recent years. keting.
Whether live video, micro-videos or common video ads -
nowadays, moving picture material is well received eve- A consequence of the content marketing hypes is an
rywhere. Meanwhile, smartphone users have also suc- oversupply of content. The so-called content shock is
cumbed to the video trend and are making up an ever- real and has an impact. Not so long ago, companies
greater part of the world's video traffic. Not only has the were spending 80% on content creation and only 20%
reception been simplified, even the creation is easier on content promotion. But as mentioned, the organic
than ever. Thanks to the mobile triumphal procession, visibility is falling steadily, especially in social networks,
the next video is just a click away and the quality is that’s why content should be advertised better and
steadily improving. All of this makes video content an more effectively. Native Advertising is one option, as it
essential building block of content marketing campaigns has the advantage that content can be found there di-
this year. rectly in the natural environment of the readers. Ac-
cording to a study, in 2020, native advertising should
Organic reach declines rapidly have a market share of 52% in digital advertising, but
as said, it is only one of many ways and the fight for
Social media has become the place to publish content, visibility in Content Advertising will for sure be rekindled
hence, Facebook wants to become THE digital publisher in 2017.
now with Instant Articles. But the downside of the medal
is that almost all social networks in the past few years Concluding, I’d like to point out that as in previous
have contained the organic reach. years, content marketing continues to be more visual,
interactive and mobile. ◊
By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
