Do you know why content marketing came into the picture?
Well, there is a lot going in the favor of content marketing but one of the most significant reasons it worked is that target consumers have become bored of the push marketing tactics. The whole “sales-pitchy” marketing had people lose interest in brands and grow immune to their messaging.
Also with the growing availability of information on the internet, consumers have become more informed of their needs and the availability of products and services in the market.
Users today prefer researching before making a purchase. Hence, putting out meaningful content online that helps them make an informed decision becomes an area of opportunity for the brands.
This helps build positive sentiments for a brand as it comes across as honest and transparent by covering both the overall industry landscape and trends in the content. Besides building trust among the consumers, with quality content, brands can also capture their attention early in the purchase cycle and engage them effectively.
Needless to say, content marketing has been a huge success for marketers, audiences, and brands to gains’ trust, develop relationships, and reach the ultimate goal of generating leads thus far.
Till now you would have seen many forms of content marketing.
For example, cosmetic retailer – Purplle, shares DIY beauty hacks on their social media pages.
Or Groww, a popular investment application, shares insights with its user via its blog. Literally, thousands of people so far have learned the benefits of stock market investments and the steps to do it through their blogs.
Brands have tried all kinds of formats and platforms for content marketing from podcasts and videos to social media and emails.
As a user, one would have noticed that it is content marketing that makes you want to engage with a brand and brings out your customer loyalty in today’s day and age.
But as a person using content marketing to build a brand, you are missing out on one major format of content marketing that is essential for your brand.
And that format is – Conversation Media Marketing.
Conversation media marketing is when brands become a part of billions of conversations using branded conversation media formats like Emojis, Stickers, GIFs and so much more.
Conversation media formats are extremely popular with users. In fact, 92% of all netizens use emojis on a daily basis.
And we all know the meme craze that has taken over our texts and raised stickers and GIFs shares.
So it was natural that seasoned brands see this as a content marketing opportunity, that not only adds value and fun to user conversations but also creates value for brands in terms of raising awareness.
Now, after knowing ‘the what and the why” behind conversation media marketing, one would be curious about “the how” as well.
How have seasoned brands used conversation media marketing?
Conversation media marketing has been with us for almost a decade now.
The earliest I could dig was when Frozen came out with their stickers making the already blockbuster movie a part of billions of Facebook conversations back in 2014.
But sticker marketing has evolved since then and so has our digital behaviour. More people are texting nowadays than ever before.
And platforms like Bobble AI and Holler are enabling brands to reach billions of conversations and look engaging instead of intrusive like digital ads.
Platforms enabling conversation media marketing for brands
Holler collaborated with HBO as it became a part of conversations around drinks, Weekends and more. This campaign was live on Venmo, a popular payment application in the USA.
Ikea is another brand that worked with Holler and used Venmo as their distribution platform to become a part of conversations happening around payments, shopping, bills, and more.
Bobble AI did the amazing #Sayitwithoreo conversation media marketing campaign. The brand became a part of all conversations around snacking, playing, learning, talking, etc.
Given that Bobble AI has its own set of Keyboard applications it didn’t need any external channel for distribution.
Cadbury Dairy Milk Silk worked with Bobble AI to utilize conversation media marketing around valentine’s day to cater for conversations around dating, love, and valentine’s week celebration.
We are having millions of conversations online, and most of them are carried out in texts. Our conversations have varying intents, be it deciding on where to go on the next trip, which phone to buy, or showing how we feel about something.
Bobble AI’s hyper contextual targeting makes it possible for brands to identify the intents that suit their brand the best and become a part of conversations that carry those intents. This aids brands in reaching the right users at the right time with the right content. Making conversation media marketing fun for users and essential for brands.