Do you know why content marketing came into the picture?
Well, there’s a lot going for content marketing, but one of the biggest reasons it worked was that target consumers grew tired of push marketing tactics. The whole “sales-pitch” marketing has caused people to lose interest in brands and become immune to their messages.
Moreover, with the increasing availability of information on the Internet, consumers are better informed about their needs and the availability of products and services in the market.
Today, users prefer to do research before making a purchase. Therefore, uploading meaningful content that helps them make an informed decision becomes an area of opportunity for brands.
It helps create positive feelings for a brand as it comes across as honest and transparent in covering both the overall industry landscape and content trends. In addition to building consumer confidence, with quality content, brands can also capture their attention early in the buying cycle and engage them effectively.
Needless to say, content marketing has been a huge success for marketers, creators, and brands in gaining audience trust, developing relationships, and achieving the ultimate goal of generating leads so far.
So far, you would have seen many forms of content marketing.
For example, cosmetics retailer – Purplle, shares DIY beauty hacks on its social media pages.
Ou Groww, a popular investment app, shares information with its user through its blog. Literally thousands of people so far have learned the benefits of stock market investing and the steps to do so through their blogs.
Brands have tried all sorts of formats and platforms for content marketing, from podcasts and videos to social media and email.
As a user, one would have noticed that it is content marketing that makes people want to engage with a brand and build customer loyalty right now.
But as someone using content marketing to build a brand, you are missing out on a major content marketing format that is essential for your brand.
And that format is – Conversation Media Marketing.
Conversational media marketing is when brands become part of billions of conversations using the brand conversation media formats like Emojis, Stickers, GIFs and more.
Conversational media formats are extremely popular with users. In reality, 92% of all internet users use emojis on a daily basis.
And we all know the meme craze that has taken over our texts and sparked shares of stickers and GIFs.
So it was natural for seasoned brands to see this as a content marketing opportunity, which not only adds value and fun to user conversations, but also creates value for brands in terms of awareness.
Now, having known “the what and why” behind conversational media marketing, one would also be curious about “the how”.
How have seasoned brands used conversational media marketing?
Conversational media marketing has been with us for almost a decade now.
The earliest I could dig was when Frozen came out with its stickers, making the already-hit film part of billions of Facebook conversations in 2014.
But sticker marketing has evolved since then, and so has our digital behavior. More people are texting these days than ever before.
And platforms like Bobble AI and Holler allow brands to reach billions of conversations and appear engaging instead of intrusive like digital ads.
Platforms enabling conversational media marketing for brands
Holler has collaborated with HBO as he has become part of the conversation around drinks, weekends and more. This campaign was live on Venmo, a popular payment app in the United States.
Ikea is another brand that has worked with Holler and used Venmo as a distribution platform to be part of conversations about payments, purchases, bills, and more.
Bobble AI made the amazing #Sayitwithoreo conversational media marketing campaign. The brand has become part of every conversation around snacking, playing, learning, talking, and more.
Since Bobble AI has its own set of keyboard apps, it doesn’t need an external channel for distribution.
Cadbury Dairy Milk Silk worked with Bobble AI to use conversational media marketing around Valentine’s Day to address conversations about dating, love and celebrating the week of Valentine’s Day.
We have millions of conversations online, and most of them take place in texts. Our conversations have different intentions, whether it’s deciding where to go on the next trip, which phone to buy, or showing how we feel about something.
Bobble AI’s hyper-contextual targeting allows brands to identify the intents that best suit their brand and be part of the conversations that drive those intents. This helps brands reach the right users at the right time with the right content. Make conversational media marketing fun for users and essential for brands.