In today’s day and age there is no dearth of content being pushed at us through multiple devices and social media platforms. Yes, a good content creator will have to make sure that what they create stands out but, a great content creator will make sure their content stands out on multiple social media platforms and devices. Organizations now need to keep an eye out on constantly evolving content creation and make sure they have creators onboard who can readily adapt to new platforms. An obvious argument against this would be that the organization will keep an eye out for where their target audience plays online. With new platforms emerging constantly, however, one needs to keep an eye out on them as well because of what might suddenly become more popular among the target demographic.
According to a survey that shows the number of connected devices per person, Canadians are connected to an average of three devices on a regular basis. So, what organizations need to stay on top of over the next few years is the ability to be able to tell their story no matter what the device is. Technology is constantly growing, while 2015 saw the launch of the Apple watch, every trend points to the fact that wearables will only see an increase in 2016 with more and more brands getting in on the bandwagon. That is just an example of what a content creator will have to adapt to. In order to stay relevant, an organization needs a content creator that can stay ahead of the times.
More importantly, one cannot make generalizations based on data anymore and mass produce content.
Tailor-made consumption is where the focus is shifting to now. Organizations need to give their consumers the choice of how they want to receive their content. Personalized marketing is here to stay. What is personalized marketing you ask? According to an online article by The Guardian newspaper, “It’s the ability to reach different consumers with different creative messages, rather than having to have a single TV advert that everyone sees. It means you can subtly tailor your executions based on demographics, interests, location or even purchase history, reaching millions of consumers, but each with something that seems personally relevant and interesting. “ Content is going to become more and more about the consumers involvement. Coca-Cola’s #shareacoke campaign is one such example of a brand getting personalization right without going overboard and scaring its consumers. Any campaign like this will gain its fair share of negativity, but there’s no denying the numbers as Coke saw a significant increase in sales.
In a world where advertisement is unavoidable and people are coming to dislike it more and more, personalization is the trick to staying ahead. Every consumer wants to be able to feel like they are in control of their consumer experience and something as basic as letting them chose how they receive their content is a positive step forward for an organization. Content creators need to not only ensure they stay relevant on multiple social media platforms but that they also personalize the content that is being consumed and how it is being consumed.