Awareness provides automation platform based tools to assist large brands and digi-agencies to gain control of content related marketing channel control and revision etc. What is missing are the listening channels on the back end where a SM listening platform is required.
The other interesting trend which Awareness reiterated is that "Content is still King" and again I fully agree. The challenge is that most brands are still in the "create content which supports the brand campaign plan distinctly and nothing else is relevant" mindset. The broadcast marketers get all glowy on this one- but I challenge the temptation!
Content becomes more relevant when it becomes supportive of the "Benefit vs. Value" argument. The relevance is in the opportunity gap therein. This academic view can be proven in terms of broadcast message vs. engagement via dialogue creation.
One of my current development engagements is to develop a model which includes the creation of a content strategy which allows marketers to accomplish this. The SM Luminary title awaits those who embrace and nurture this model to get to the latter stage benefits of understanding insights from dialogue in a cross departmental view:
- Customer Service
- Product support and feedback
What we are working on is pretty darned cool. Developing faceted discussions from within content which places you as the control aperture in a new community of interest. Content which is then dynamically placed in priority in terms of preferential consumption.
These insights then create the fertile ground for interaction which is more qualified- Opted in- and rated which then allows the customer focus to drive interests in a marketplace. The opposite of broadcast marketing. (UnMarketing via @unmarketing)
More to be explained soon in more granular detail!