By Alice Matton-Bonifas, digital marketing consultant The keys to brand content When Red Bull films a free fall jump record of 39,000 meters, 8 million  Pakistan Phone Number List people follow the buzz and the brand is anchoring its positioning around sport . When Danone creates content with early childhood nutritionists, it is to reassure mothers of its expertise . When Leroy Merlin program “From the side of your home” dedicated to architecture and gardening, it is to inform its customers on topics that really touch them . Orange broadcasts 60-second tutorials to fully understand certain subjects on which the brand is legitimate : Facebook, Vine, Twitter, etc. Finally, when Fiat offers Internet users the opportunity to create their own car, the fiat Mio concept, we enter into theproduct co-creation .

Whether the speech is funny or informative, we are no longer addressing the consumer but the person : the mother who seeks the best products for her child, the Sunday handyman, the car fan. Thus the brand goes beyond the borders of its product or its services to create links… before wanting to sell. Brand content, literally branded content, is of course not new. But it is becoming essential: the era of 100% commercial advertising is over. The opportunities offered by social networks push brands to create interesting content . Each offers a unique universe and seeks to stand out . To offer brand experiences and promote brand-customer interaction , the choice of media and messages is endless. How to approach original content, tell stories, to whom to tell them, how, on which channels and when?

The Keys To Brand Content

According to the specialized press, all your competitors are already processing massive data (“Big Data” in Shakespeare’s language). And yet… Apart from market leaders and early adopters, few companies really have the “data” shift necessary to adopt a service strategy. Difficulties in finding talent, in federating around Big Data technology, lack of quantitative culture: there are many obstacles if you want to enhance your data and create new sources of income. It is not only a question of acquiring a universal software solution, but also of embracing the culture of data through an entire team, of adopting automatisms and principles of rigor and iteration… A whole approach. indicated for the marketer,


On what bases should its strategy be based?We are talking about foundations here: a quantitative marketing strategy, driven by data, cannot be improvised. Successful projects have benefited from a lasting vision, an identified customer need or have been supported by the help of experts or technological companies specializing in Big Data. The ideal engine? The opening of a new service for a long-standing customer, a source of value for both parties. An example: the implementation of a recommendation engine in a tax information site. Often organized like portals or catalogs, this kind of site, however very informative and very complete, leaves little room for targeted exploration. Until then monetized by an affiliation and prospect identification system, the audience will benefit from such a recommendation engine (either semantics,

To Offer Brand Experiences And Promote Brand-customer Interaction

Where to find inspiration?Very largely driven by free software technologies, the Big Data phenomenon benefits from a new characteristic: the fluidity of information. We will find a lot of feedback from congresses and conferences, technological or marketing, for industries as diverse as banking, the pharmaceutical industry, the automobile, the media and of course online advertising and its programmatic variations. Did you know that an insurer, thanks to these technologies, knows how to send an SMS to all its subscribers in a gale zone, recommending them to take their precautions in order to limit the resulting losses? Or that EDF and La Poste were among the first companies in France to adopt Big Data technologies to process the tremendous volumes of daily data they collect,

How to get started? In addition to arming yourself with data and questions, a little work with the IT department is required. We are talking about phenomenal volumes of data from social networks and available to marketing departments. However, the first sources of data valued by companies are their own internal sources: web logs, transactional flow histories, CRM and ERP… The 360 ​​° view of the customer begins with this already available, free and known data. A great asset in a Big Data project. SMEs and large groups have a wealth of data which is unique to them and a source of great value. Those who know how to use them, in the service of digital marketing, will be masters of their customers, their audience, and the product life cycle.

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