One week ago, the Online Marketing Rockstars Festival 2017 took place in Hamburg. It is one of the biggest events within the German digital marketing industry. Obviously, plista was also part of the conference to gather deeper insights on current developments, and participated at the content marketing panel to share our point of view.
This year’s overall topic was the “State of the German Internet”. The Founder of the OMR, Philipp Westermeyer, opened the event with a presentation on the latest achievements of the industry. He presented results of conducted by the OMR and revealed that now is the age of online marketing.
In 2011, the biggest companies globally came from the oil industry. Nowadays, digital media concerns like Amazon and Facebook are gaining importance and making their way up to the most valuable companies worldwide.
Speaking of the German market, the strongest discipline is performance marketing. As an example, Westermeyer mentioned that Wimdu, a competitor of Airbnb, outperformed its competitor in SEO over the last 4 years.
Clearly, online marketing includes much more than SEO. In the following, we want to share our four take aways from the OMR festival with you:
Customers are more demanding than ever. Due to fast information procurement within the internet on brands and products, customers inform themselves easily and weigh up buying decisions more than a few years ago. They need to be personally convinced of a product. Therefore, it is essential to address users individually. It’s not just about providing great product features, but convince customers beforehand that their personal need is being satisfied.
A similar development is visible in content marketing. As our Global Director Product Management, Katharina Loukidis, mentioned at the OMR panel “State of content marketing”, this type of advertising is not new at all. Even Dr. Oetker’s recipe ideas (which have been implemented in the beginning of the 20th century already) on the back of the packs represented an early stage of content marketing.
But today this isn’t enough. An immense number of content is out there in the digital world and the number is growing rapidly. To convince users to read through your content, it needs to be relevant for them. Only value adding content will be read and convince your customers of your advertising message. You need to know your audience, to offer them the right information at the right time. By using big data properly, it is possible to get insights on your target group. Use this data, target your messages and offer your customers the content they care about!
To distribute your content and spread your advertising message, content recommendations will get more important within the next years. As mentioned in the opening presentation of Westermeyer, they can be a “quick win” as part of every content marketing strategy. Placing your content on a variety of premium publisher websites provides you a greater reach. Customers can discover your brand and products, and you can benefit from new audiences.
For several years now influencer marketing is gaining importance within media industry and was therefore an essential part of the OMR 2017. Influencers can support businesses boost sales by spreading their brand message, since influencers enjoy great trust of their audiences. Nevertheless, it is not just about the topic that the influencer addresses, but also the right targeting and distribution of the content within different online marketing channels.
As a conclusion, it’s all about your audience. It’s about approaching customers across relevant media channels individually, since the media mix is getting more complex. Dynamic ad creation, programmatic advertising and big data will become even more important in this scenario.