{"id":519,"date":"2020-03-25T09:29:21","date_gmt":"2020-03-25T09:29:21","guid":{"rendered":"https:\/\/www.stratitude.co.za\/blog\/?p=519"},"modified":"2020-07-31T09:26:45","modified_gmt":"2020-07-31T09:26:45","slug":"digital-content-meaningless-without-unique-experiences","status":"publish","type":"post","link":"https:\/\/www.stratitude.co.za\/blog\/digital-content-meaningless-without-unique-experiences\/","title":{"rendered":"Digital Content is meaningless without unique experiences"},"content":{"rendered":"

By Darren Johnston,\u00a0<\/span>Copywriter<\/span>\u00a0at Stratitude\u00a0<\/span>\u00a0<\/span><\/p>\n

In the effort\u00a0<\/span>to keep up with<\/span>\u00a0trends and consumption patterns of always-on consumers,<\/span>\u00a0<\/span>b<\/span>rands and creatives are seemingly more focused on the next wave of\u00a0<\/span>digital innovation t<\/span>han\u00a0<\/span>on\u00a0<\/span>making emotional connections<\/span>\u00a0with consumers<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Blame it on our on-demand and automated world,\u00a0<\/span>but\u00a0<\/span>we\u2019re quick to forget that it<\/span>\u00a0i<\/span>s people who make\u00a0<\/span>buying\u00a0<\/span>decisions<\/span>.<\/span>\u00a0<\/span>As\u00a0<\/span>mind-blowing\u00a0<\/span>as\u00a0<\/span>digital innovations and \u2018game-changing\u2019 content<\/span>\u00a0may be, they\u00a0<\/span>are meaningless if they fail to make any real impact\u00a0<\/span>and\u00a0<\/span>driv<\/span>e<\/span>\u00a0consumers to act.\u00a0<\/span>\u00a0<\/span><\/p>\n

Instead of adding to the sea of clutter and increasing the \u2018scrollability\u2019 of users, perhaps\u00a0<\/span>it is worth\u00a0<\/span>step<\/span>ping back and re-evaluating<\/span>\u00a0the effectiveness of\u00a0<\/span>brand\u00a0<\/span>communication<\/span>\u00a0<\/span>in\u00a0<\/span>evoking c<\/span>onsumer<\/span>s\u2019 emotions.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

The\u00a0<\/span><\/b>importance<\/span><\/b>\u00a0<\/span><\/b>of brand storytelling<\/span><\/b>\u00a0<\/span><\/p>\n

Storytelling is a term that has been used and abused in marketing in recent times, but\u00a0<\/span>it remains<\/span>\u00a0a<\/span>\u00a0<\/span>trump card\u00a0<\/span>for brands<\/span>\u00a0to\u00a0<\/span>different<\/span>i<\/span>at<\/span>e<\/span>\u00a0themselves from competitors. Anyone with access to technology can offer a product or service that\u2019s on par with leaders in their\u00a0<\/span>fields and<\/span>\u00a0make in-roads in market<\/span>s with aggressive digital strategies<\/span>\u00a0and substantial online ad spend<\/span>s<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Telling a brand\u2019s s<\/span>tory creates a consistent\u00a0<\/span>message that conveys authenticity,\u00a0<\/span>enables<\/span>\u00a0<\/span>people to relate to it, and in doing so, enables a brand to stand out from the crowd.<\/span>\u00a0While virtual reality and gamification can<\/span>\u00a0galvanise<\/span>\u00a0online audiences with novelty and \u2018wow-factor\u2019, without a consistent brand narrative, these innovative techniques\u00a0<\/span>merely become\u00a0<\/span>gimmicks.<\/span>\u00a0<\/span><\/p>\n

Creati<\/span><\/b>n<\/span><\/b>g<\/span><\/b>\u00a0<\/span><\/b>unique experiences\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

Brands have become\u00a0<\/span>so\u00a0<\/span>obsessed about getting content in front of audiences on every media platform<\/span>,<\/span>\u00a0that serving half-baked content with a hit-and-hope approach has become the new norm. It\u2019s what\u2019s driven consumers to ditch news feeds flooded with sponsored content (and for some, platforms altogether)\u00a0<\/span>and migrate to\u00a0<\/span>stories, private message groups, forums and following influencers.\u00a0<\/span>\u00a0<\/span><\/p>\n

People connect with brands through unique experiences that are personalised, thoughtful and real. The brands that are getting it right, place the user at the centre of\u00a0<\/span>its world\u00a0<\/span>and\u00a0<\/span>collaborate with them\u00a0<\/span>on\u00a0<\/span>the platforms on\u00a0<\/span>which they live,\u00a0<\/span>as opposed to sending them one-way\u00a0<\/span>messages\u00a0<\/span>across\u00a0<\/span>multiple channels.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Talking the talk<\/span><\/b>\u00a0<\/span><\/p>\n

Consumers\u00a0<\/span>expect brands to communicate with\u00a0<\/span>them like a human \u2013\u00a0<\/span>t<\/span>hey\u00a0<\/span>want to be engaged with on their terms<\/span>\u00a0and\u00a0<\/span>in the same\u00a0<\/span>manner in which<\/span>\u00a0they speak<\/span>\u00a0and behave<\/span>.\u00a0<\/span>Slang, abbreviations, vernacular, and emojis\u00a0<\/span>have formed the basis\u00a0<\/span>of the digital\u00a0<\/span>dialect<\/span>\u00a0<\/span>for a while now<\/span>,<\/span>\u00a0<\/span>and\u00a0<\/span>it\u2019<\/span>s time\u00a0<\/span>brands and even the most hardened of copywriters\u00a0<\/span>embrace\u00a0<\/span>th<\/span>e<\/span>\u00a0<\/span>lexicon<\/span>\u00a0<\/span>if they want to be part of the conversation.\u00a0<\/span>\u00a0<\/span><\/p>\n

As voice search and messaging capabilities between customers<\/span>,<\/span>\u00a0chatbots and virtual influencers become prevalent, a consistent brand voice should permeate throughout conversational messaging<\/span>\u00a0across various platforms<\/span>. B<\/span>rands that attempt to win over potential customers by\u00a0<\/span>trying\u00a0<\/span>to talk\u00a0<\/span>the talk\u00a0<\/span>in a brand voice that is schizophrenic,\u00a0<\/span>could alienate their existing audience\u00a0<\/span>which could lead to a death spiral\u00a0<\/span>into the\u00a0<\/span>digital\u00a0<\/span>wilderness.<\/span>\u00a0<\/span><\/p>\n

Embracing long-form video<\/span><\/b>\u00a0<\/span><\/p>\n

Short-form video\u00a0<\/span>is<\/span>\u00a0the silver bullet of digital content \u2013 bite-sized snippets showcase products, reinforce brand messages, drive action and provide a solid ROI.<\/span>\u00a0<\/span>But thanks to the onset of\u00a0<\/span>5G, lower data costs and onboard Wi-Fi in public transport, people are watching longer videos for longer durations.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Average viewing times on YouTube are reaching the 30-minute mark and platforms like IGTV and Facebook Watch are\u00a0<\/span>gaining more traction<\/span>.\u00a0<\/span>\u2018How to\u2019 videos, docum<\/span>entaries, interviews and behind-the-<\/span>scenes footage<\/span>\u00a0<\/span>are some of the\u00a0<\/span>rich, immersive video content that entertains,\u00a0<\/span>educates and\u00a0<\/span>inspires.\u00a0<\/span>\u00a0<\/span><\/p>\n

There\u2019s no question that short-form video is here to stay, but\u00a0<\/span>long-form content could be the answer for brands\u00a0<\/span>looking to collaborate with loyal followers<\/span>,<\/span>\u00a0instead of only punting their brand or pushing product.<\/span>\u00a0<\/span><\/p>\n

In the face of constant algorithm changes, new digital media platforms and fluctuating social media trends<\/span>,<\/span>\u00a0brands\u00a0<\/span>and\u00a0<\/span>creatives alike need to dig deeper to create unique brand experiences that evoke human emotions<\/span>\u00a0and drive results<\/span>.<\/span>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

By Darren Johnston,\u00a0Copywriter\u00a0at Stratitude\u00a0\u00a0 In the effort\u00a0to keep up with\u00a0trends and consumption patterns of always-on consumers,\u00a0brands and creatives are seemingly more focused on the next wave of\u00a0digital innovation than\u00a0on\u00a0making emotional connections\u00a0with consumers.\u00a0\u00a0 …<\/p>\n

Digital Content is meaningless without unique experiences<\/span> Read More »<\/a><\/p>\n","protected":false},"author":1,"featured_media":520,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":""},"categories":[1],"tags":[],"yoast_head":"\nStratitude | Digital Content is meaningless without unique experiences<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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