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BEST PRACTICES & STRATEGIES
Further, users get under "My Account" a personal area tem is here the basis for the scattering of high-quality
on the respective Coca Cola website. In addition, the content, whether it’s TYPO3, Drupal or WordPress.
company has developed a complete online magazine
where they tell new stories on a daily basis that are con- Fact is that personalized content, videos, images, and
veying the joy of life people associate with the drink, audio files merge more and more into the content strat-
continuing the success story of the brand. Especially at egy and will give distinction in the coming years. The
Christmas time, Coca Cola creates constantly new the- only premise is to keep in mind that content marketing
matic content that boosts pleasant anticipation for the always starts with the audience, not with the product,
festive season, providing at the same time a favorable service or company agenda. Maybe that’s why more
response to the companies. and more often, newer, disruptive entrants, instead of
incumbent brands, are setting the standards for the
When does content go viral? constantly changing customer expectations. They have
a stringent strategy to find out what their audience
Numerous studies have shown that especially emotion- wants to read.
ally charged or controversial content gets users' atten-
tion and triggers reactions such as ‘Likes’ and ‘Shares’. As explored in a new eMarketer report, “The Customer
In doing so, viral content always has the following points Experience Mandate: Brand Strategies to Meet and
in common: Exceed Customers’ Always-On Expectations,” the num-
ber of potential channels or touchpoints is vast and
Positive feelings: With the content emotions such as continuing to expand. “Customers don’t view these in-
joy, interest or trust are associated. teractions as channel-centric or as journeys, paths and
lifecycles in the same way a brand might view them.
Range of emotions: Images or videos that go viral Each one, however small, elicits emotion from the per-
trigger a wider range of emotions - both positive and son at the other end. Over time, these individual inter-
negative feelings.
actions or moments accrue, forming the basis for cus-
Surprise effect: Content that surprises usually trig- tomer experience”, the report points out. This always-
gers many reactions, while non-viral images gener- on environment of multiple channels puts incredible
ally lack the element of surprise. pressure on brands to keep up, as people expect first-
contact resolution for all their problems. Customers
simply expect that all work across all devices, platforms
Using the right technology then ensures a broader read- and services.◊
ership, because only those who have excellent infor-
mation about their customers will cover matching topics. By Daniela La Marca
Not to mention that a modern content management sys-
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
Further, users get under "My Account" a personal area tem is here the basis for the scattering of high-quality
on the respective Coca Cola website. In addition, the content, whether it’s TYPO3, Drupal or WordPress.
company has developed a complete online magazine
where they tell new stories on a daily basis that are con- Fact is that personalized content, videos, images, and
veying the joy of life people associate with the drink, audio files merge more and more into the content strat-
continuing the success story of the brand. Especially at egy and will give distinction in the coming years. The
Christmas time, Coca Cola creates constantly new the- only premise is to keep in mind that content marketing
matic content that boosts pleasant anticipation for the always starts with the audience, not with the product,
festive season, providing at the same time a favorable service or company agenda. Maybe that’s why more
response to the companies. and more often, newer, disruptive entrants, instead of
incumbent brands, are setting the standards for the
When does content go viral? constantly changing customer expectations. They have
a stringent strategy to find out what their audience
Numerous studies have shown that especially emotion- wants to read.
ally charged or controversial content gets users' atten-
tion and triggers reactions such as ‘Likes’ and ‘Shares’. As explored in a new eMarketer report, “The Customer
In doing so, viral content always has the following points Experience Mandate: Brand Strategies to Meet and
in common: Exceed Customers’ Always-On Expectations,” the num-
ber of potential channels or touchpoints is vast and
Positive feelings: With the content emotions such as continuing to expand. “Customers don’t view these in-
joy, interest or trust are associated. teractions as channel-centric or as journeys, paths and
lifecycles in the same way a brand might view them.
Range of emotions: Images or videos that go viral Each one, however small, elicits emotion from the per-
trigger a wider range of emotions - both positive and son at the other end. Over time, these individual inter-
negative feelings.
actions or moments accrue, forming the basis for cus-
Surprise effect: Content that surprises usually trig- tomer experience”, the report points out. This always-
gers many reactions, while non-viral images gener- on environment of multiple channels puts incredible
ally lack the element of surprise. pressure on brands to keep up, as people expect first-
contact resolution for all their problems. Customers
simply expect that all work across all devices, platforms
Using the right technology then ensures a broader read- and services.◊
ership, because only those who have excellent infor-
mation about their customers will cover matching topics. By Daniela La Marca
Not to mention that a modern content management sys-
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
