Compelling content is a crucial tool for brands in an era where consumer choice is at an “all-time high” and loyalty has dipped to an “all-time low.”
That was one of the primary takeaways from the Content Marketing Summit Asia, where leading execs and industry experts spoke about the various challenges that marketers and agencies will have to overcome in 2018 to manage successful campaigns.
Anand Dubey, Head of Marketing for Mahindra Finance, said brands should recognise the central role content can play when attempting to engage with audiences, especially when consumers have so many different options available to them. Meaningful and relevant conversations on “topicals” at the right time on a mix of different platforms is seen as key to amplifying the right message.
“Loyalty is at an all-time low and the choices are at an all-time high,” Dubey said. “There is a subset of loyalty, which is love and respect and content can create that love and respect.”
Dubey also revealed that marketers often forget about the purpose of their own brands, which can make it difficult to produce a sustainable stream of high quality articles, videos and infographics in the long term. He urged brands to consider how these forms of content can tie into brand objectives and goals before starting campaigns.
He added: “Brands get into content without doing proper homework. We must see how the content fits into the brand ethos. At times, brands get into the arena of content with distant relation to the brand philosophy.”
