Editorial content and engaging visuals can help to differentiate brands in the digital marketplace according to a new study from CMO Council.
The majority of brand marketers believe the rise of global ecommerce giants Amazon and eBay has revolutionised and reinvented digital platforms and that they must now look at new ways of serving up content and better experiences for customers to really stand out from the crowd.
‘Brand differentiation’ is a new trend that marketers are focusing on as they jostle for position in the increasingly important and saturated digital marketplace, and ‘more visually engaging content’ such as infographics are cited by marketers as one of the top methods for achieving this aim.
While visual imagery is crucial in guiding a reader organically through content, especially on mobile devices, high quality written word and prose also plays an important role in educating and informing readers and potential buyers.
What’s more interesting is the fact that many larger and established ecommerce sites are not yet focusing on the benefits of content to engage with customers. This gives smaller brands the opportunity to forge ahead right now with richer, more relevant content that can drive positive customer actions.
The study, which polled the opinions of 200 brand marketers, two-thirds of whom are working for enterprises generating revenues of £35m or more, also found that more compelling and persuasive narratives across content mediums and formats can aid brands in their quest for differentiation, as can a smarter use of customer data.
