U.N.C.O.V.E.R Smart Content to reap the rewards

Shopping has firmly positioned itself within the digital realm in 2013, highlighted by the 26 million UK residents performing online shopping of some sort. With consumers seemingly turning their proverbial shopping baskets away from the high street in recent years, brands have had to adapt quickly to this dynamic. The buzz term ‘innovate’ has been the go-to-word for brand managers, marketers and consultants alike, so much so that in my eyes it is beginning to lose meaning, fading into obscurity like  our summer tans. But anyway, in which aspect of the current digital phenomenon can this ‘innovation’ take place? I urge managers to focus their innovation to U.N.C.O.V.E.R the potential of ‘Smart Content’.

An example of Smart Content from Kiosked

Brands and their offerings must be aware of our current consumer environment. We are in an age of seamless convenience and express: the Google search, instant message communications, when we want to know a song on the radio we Shazam it, when we want to know the latest gossip we turn to our Twitter feed. Consumers demand to know when, what, how, where and why and they expect this information and content to be fast, convenient and entertaining if you can manage all of that! They want access at their fingertips whenever and wherever they are. They appreciate the visual, the creative and yes that buzz word ‘innovation’, something which will grab their attention to such an extent that they will have no choice but to share it with all their peers.

So where does ‘Smart Content’ enter the fold and what exactly is it? Smart Content combines the decentralisation of media and ecommerce to turn advertising into a service for consumers. Basically any content, be it a video or image, can act as a portal for other media. 

Let me give you a simple example of how Smart Content works. Picture yourself viewing an image of a celebrity in a gossip publication online. You like the look of her shoes but don’t know what they are. Smart Content will allow you to have the option to click on the shoes and be directed to an ecommerce website where this product can be purchased. Simple. Content becomes a consumer-based service. It’s not just images which can be made into Smart Content other media such as videos, maps, a game on a device, or live streams, can also be appropriated for this purpose. A company called Kiosked has provided a platform for this media solution and it looks absolutely fantastic!  (Kiosked.com). Here are some examples:

Kiosked provides a platform for Smart Content for video and images

I use the acronym U.N.C.O.V.E.R to describe the benefits of using Smart Content for brands as a part of their digital strategies. So what does U.N.C.O.V.E.R stand for?: 

U- User-friendly: At a click of a button or touch of a screen consumers can identify a product or brand they see immediately, and be sent to where they can purchase this item or service. This enables real-time purchasing. 

N- Non-intrusive: Consumers these days are extremely discerning and alert to when they are being blatantly advertised too and this has caused a major problem for traditional advertising channels. Much as with the debates concerning the effectiveness of product placement, when there is a lack of congruity between the content and the advertising then consumers will switch off or begin to 'counter-argue' against the communication. In this way, content marketers need to make sure their communication does not affect the user experience. Smart Content when utilised correctly is non-intrusive, not ruining the consumer digital experience. Banner ads, which annoy consumers immensely especially on mobile devices, can be become a thing of the past and thrown into the digital dustbin.

C- Calculable: Allows engagement levels across all channels to be easily measured and in real-time. 

O- Omni-Channel: As mentioned, consumers enjoy a unified and smooth digital experience, take for example being able to watch an online video on a mobile device. Users prefer simplicity with the same experience of a site on their computer, their tablet and their mobile devices. This is why platforms are being developed specifically for this seamless experience (Tizen Platform). Much like QR codes, there can be a blurring of channels with Smart Content. Products become available wherever the consumers are. Smart Content provides the potential to monetise content through the factor of consumer impulse influences, as marketers look to drive consumers directly to the point of purchase and generate sales.
Omni-channel strategies are a big trend

Netflix offers a seamless multi-platform brand experience

V- Visual: The internet has become a highly visual experience. We have seen the rise of applications such as Instagram, Pinterest and Vine where users share their images and videos, often of consumption purchases or wants. Visual sharing is huge for brands and for contemporary consumer behaviour. Individuals will show their future possible purchases through this medium and brands can drive engagement. Attention is much easier to attain through visual sources as opposed to mere textual ones, this is why the potential for brand engagement in these applications is vast and exciting. It is not hard to understand this point, seeing a product will lead to an impulse and desire compared to reading about it. That is why there is a need for Smart Content to enable this ‘hyper-visualisation’ and allow for new forms of purchasing.

Visual social media is huge: Pinterest, Vine, Vimeo, Fancy, Instagram...

E- Engagement: As mentioned, users are continuously expressing themselves in visual social media applications, simultaneously displaying brand affinity and their interests. Brands can aim at this by making targeted offers. Brands can also combine their own produced content with Smart Content to form a new brand engagement point. So at the same time as producing visually engaging marketing initiatives on micro-video and image based social media channels, brands can provide consumers with a chance to own what they have been consuming. Users in return can share this through online media this branded content and act as brand ambassadors. 

R- Relevant: Smart Content is personal, relevant and contextual which gives people the opportunity to engage with it or not in a non-intrusive manner. Moreover gives the potential for brands to be singular and useful in order to form strong consumer relationships and earn loyalty through intelligent services.

Uncovet provides a personalised shopping experience by using social data feeds such as Pinterest and Facebook Likes and shares to highlight trends and form product recommendations

So there is a current need for brands to go beyond merely offering online shopping, but allow customers to engage with the brand and make purchases anywhere, even in the media they consume, creating an unbroken and personalised experience. This Smart Content will provide the ability to monetise and capitalise upon the impulse that comes with consumer’s viewing images and video content, which continues to grow through social media channels.

I know this trend will inevitable become a fixture in our day-to-day consumer lives. So, welcome to the future folks, it seems fairly ‘smart’!


By Harry Sparkes


References
  • Carney, M., Carney, M. and Griffith, E. 2013. Uncovet Knows More About Style Trends and Your Friends Than You Do. [online] Available at: http://pandodaily.com/2012/06/12/uncovet-knows-more-about-style-trends-and-your-friends-than-you-do/ [Accessed: 16 Oct 2013].
  •  Slideshare.net. 2013. Smart Content Trend Report 2013 by Kiosked. [online] Available at: http://www.slideshare.net/Kiosked/smart-content-trend-report-july-2013 [Accessed: 15 Oct 2013].
  • Marketingmagazine.co.uk. 2013. Turning advertising into a service: brands must embrace the hyper-visual landscape | Marketing Magazine. [online] Available at: http://www.marketingmagazine.co.uk/article/1207955/turning-advertising-service-brands-embrace-hyper-visual-landscape?HAYILC=RELATED [Accessed: 15 Oct 2013]. 
  • http://www.kiosked.com/

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