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2010: Trends and realities, Part II

2010: Trends and realities, Part II

Gulf Marketing Review magazine offers some insights that marketers might find handy to use in the New Year, Part II.

January 6, 2010 1:54 by



Click here to read Part I.

Rich content

Media platforms are inevitably becoming intertwined, so the focus shouldn’t be on “what” medium to use but the quality of the content that will be applied. Here, content truly is king.

“You know that content is rich if it can be implemented across any platform,” says Sav Evangelou, Digitas UK. “If ­content is good enough then consumers will even seek it out themselves.”

If your message (campaign) resonates with your audience, then it will be successful on any media – a simple yet often ignored idea. Develop content that’s not medium-specific and is instead transferable on any medium – even something easily communicated at the storefront.

Speaking of retail, Saatchi & Saatchi X MD Richard Nicoll says shoppers will take mobile technology forward at the store level. “Mall owners up till five years ago were driven by selling boxes of space but that has changed,” he says, adding that this is because brand owners are asking for more sophisticated ways of reaching consumers at PoP.

He believes that translating brand values into a “boutique experience” will be a strong trend in retail. This then comes back to producing strong content to communicate these values.

“Consumers chase content,” says Daouk. “They’re not loyal to one particular blogger or journalist or content provider. It’s the content that’s king.” Again.



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