Content: strategy and creativity for successful differentiation
Faced with the rejection of advertising, considered too invasive and too focused on the product, content appears to be a major alternative. It differs from commercial communication by the service it provides to the consumer. Qualitative and creative, it takes different forms. How does a brand create interaction with its consumers? What are the most popular channels?
Martial Viudes, Executive Director of Accenture Interactive, responsible for the Content and Audience practice for Europe, the Middle East and Latin America, provides the necessary answers to companies to put in place a strategy and a coherent discourse in the face of multiple distribution channels.
Why limit yourself to buying space, when today you can create your own audience
This sentence from Martial Viudes, responsible for content and audience at Accenture Interactive, is in itself emblematic of the relationship between brands and consumers.
It illustrates the new uses brought about by an increasingly virtual world: communication channels are constantly evolving, consumers are endowed with the gift of ubiquity (especially via social networks), virtual interactions steal the show from contacts. physical and, with the advancement of technology, consumers are increasingly active.
Martial Viudes declares: “ The only point that persists in the face of this evolution is the permanence of the use of the content. “. The time to consume content is growing, fueled by consumers’ insatiable thirst for answers and information. Four million searches are launched on Google every minute!
“The exponential increase in the volume of content imposes the following question: how to emerge? By capturing the attention ” summarizes the Executive Director of Accenture Interactive.
No effective content without a comprehensive content strategy
The predominance of the “push” mode has lived. The “pull” and the ability to attract are an essential complement. Exit the unsolicited message. The company must, through its communications, revive a need or a wish of the consumer who will then come of his own accord to the brand.
The main objective is to create lasting interaction. If it is key, it must nevertheless be measured. For it, “Good practice is to have a real strategic vision to adapt the content to each target, each channel and schedule it at the right time. The messages must be adapted and readapted, without forgetting to take care of the culture and the consumption of the content of each country ”, specifies Martial Viudes.
Another main point is to “Correctly place the center of gravity”. For brands, you need to focus less on your products than on the user. “Help first, sell second” say the Anglo-Saxons. In other words, the content is based on a service or even a conversation that once started must be maintained.
“One of the first brands to understand and offer this notion of service is the Michelin brand, which created the eponymous guide so that its consumers can drive as much as possible and use their tires” notes Martial Viudes.
The insurance and finance industry have often understood it well and are able to deliver advice that goes beyond the strict framework of their financial products to become a credible referent in the information journey of their users. Likewise in the beauty sector, it is the users who preceded the brands. Young girls are now learning to wear makeup on YouTube. The brands absent from these extremely prescriptive tutorials would take the risk of leaving the field free of notoriety, of “reference” to competitors. All that remains is to transform the attempt to produce the right video, to properly dose advice VS promotion and to adapt funds and form to the right distribution channel according to the target. “Content produced by a brand does not lose its value if it is of high quality”, complete Martial Viudes.
Video, essential for power and personalization
Even if there is no one content format that can meet all needs, video is essential and will represent 80% of all web traffic by 2020 ( Ci studysco).
Accenture Interactive surveyed more than 1,000 consumers, in order to discover their preferences, habits and needs in terms of content. “ It shows that companies have an interest in focusing their efforts on the creation of strategic video content, with the objective of educating, building relationships and demonstrating authenticity. This applies to both internal company communication channels and those intended for customers. », Martial Viudes analysis.
In addition, when asked about their interactions with brands as consumers, 58% of people said they were more likely to interact with a brand if it made video its main communication channel for tutorials, followed by product demonstrations (46 %) and exclusives (28%).
One of the major assets of video is that it can be compared to a universal language: accessible at any age, on most devices and conveying messages that are understandable by the greatest number.
“At the same time, technology now allows us to broadcast personalized video in real time according to the user’s profile,” adds Martial Viudes. Even existing video content is now being given a new lease of life by delivering new advertising or information formats in real time directly to the heart of the video with no cuts or intrusive formats. We are already offering the next generation of advertising formats. ”.
However, we must not abandon content that does not contain videos. Martial Viudes underlines this: “ There is no major or minor channel. There is the right distribution channel at the right time. It is the right orchestration of programming and formats that will generate a favorable impact“.
Immersive content: from “storytelling” to “storyliving”
New forms of content are gradually emerging: those linked to augmented reality and virtual reality (AR / VR). The vast majority of consumers have not yet adopted it in their private or professional life: only 14% say they have already used it. Among them, a large majority used virtual reality for recreational purposes (68%), and nearly 26% for educational purposes. Only 15% say they have used virtual reality in a commercial setting.
However, consumers believe that virtual reality has great potential to revolutionize their daily lives. Thus, 36% of them say they find it useful when used for educational purposes, such as virtual lessons. ” We are more in storyliving than in storytelling, Martial Viudes decodes. Being told about a parachute jump over New York can be captivating. Living it, thanks to virtual reality, is more exhilarating. The emotion increases a notch. It is a similar experience to choosing a car thanks to augmented reality: the consumer has the impression of being in the car. A real change in the relationship between the user and the product.“
For Martial Viudes, AR / VR will serve as a basis for other applications: “ Consumers are not yet ready to use virtual reality to make their purchases, but they are inclined to discover the brands that use this channel to offer them new and engaging interactions. “. In other words, betting on virtual reality will allow the brand to create an event, to surprise and therefore to stand out. Creativity remains a decisive element.
The challenge for brands is to offer an ever more innovative, integrated and continuous experience … while placing, using technology, people at the heart of their systems. Find all these topics with Le Shaker.