What digital marketing content can you use in 2018?

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We are all capable of creating content. Nowadays, accessibility to information and new technologies have been of great help in moving the world of social networks, blogs and videos.

Even so, it is still a challenge to maintain consistency and quality of content, especially if it is a brand. As we have always said, you have to create experiences for the user, make them see that your brand is interested in what they think and help them with their needs.

The reasons why companies have neglected these strategies and have not been interested in generating closeness with the customer in the digital field are the lack of time, the absence of a communications area or budget to invest in digital campaigns and projects, which is now one of the most important segments.

According to comScore Media Metrix, Colombia ranks first in Latin America in terms of the average number of pages viewed per day on social networks – around 56 – and 77% of people who use the Internet daily do so to access social networks. It is estimated that Facebook alone has around 24 million users in the country, a figure close to the total Internet penetration in the country.

2018 promises to see the widespread use of technology oman whatsapp data a strengthening of the commitment to ephemeral content and videos in the field of social media. The objectives for this new year must be focused on:

Original content:

Content is essential to increase customer attention and thus create a valuable relationship with the audience. How to do it? Give your users information that they want to know, that they most request in the FAQs or that is new to the market.

The use of smart content allows you to deliver to each user exactly what they need, in a simpler and more educational way, which adds value and fosters trust in the brand.

Reaching out to the youngest:

The younger sector is beginning to enter the labour market and is very active on Instagram or Snapchat. These new consumers require immediacy in purchases and great customer service experience. The challenge for companies will be to connect this audience with personalised content that helps them get involved in building the brand and see it as a reference over the years.

The ephemeral:

Ephemeral content has gained ground in a surprising way, with Instagram and Snapchat stories that expire after 24 hours and continue to gain followers. Instagram Stories has an average of 200 million monthly users, a figure that will continue to increase in 2018.

The video is the favorite:

Consuming video does not require any effort on the part of the user, who today finds it easier to understand messages through images and sound. Video allows you to explain your message with many more resources and in a much more creative and emotional way. In addition, it has been proven that 80% of users remember a brand much better after having watched videos of it.

“In 2018, online video will account for 84% of all Internet traffic”
Loyal customers:

Customers will become the new influencers of their favorite brands. If you have customers who prefer your brand, speak highly of it and also encourage other people to prefer it, they are the perfect character to help your company grow. How do you achieve this? By offering a better shopping experience, customer service and the dissemination of valuable content.

Storytelling:

Users are interested in experiences that lead them to learn new things, surprise them and, why not, have fun. In Marketing, it is a technique that consists of connecting with your users, either live, in writing, or through a story with its character and plot, in this way you connect emotionally through a narrative to your clients.

Brands like TOUS create episodes through a character. Gwyneth Paltrow, a famous American actress, plays a girl who knows love, but keeps a secret about the origin of her necklace (obviously from the TOUS brand) and who envelops us in each chapter with the development of her plot.



In this way, we can continue to analyze studies that consulting firms have conducted for ETB. They reveal that only 15% of customer interactions with companies worldwide are done through the digital area. But by 2020, that percentage will rise to 50%. That is why it is key to start building, as powerful brands such as Avianca, Bancolombia, Movistar, among others, are already doing.