Digital consumers are becoming picky eaters, with an appetite difficult to satisfy. One way to win audiences over? Tempt them with chocolate.
Every day consumers are bombarded with content. To manage this, they’re sorting the wheat from the chaff and opting for a higher quality of content. While this information may not be breaking news, content creators and marketers still need to adapt to meet the demand. How can they satisfy their hungry audience?
We asked 12,000 consumers in six countries* around the world how they consume content; what devices they use, what they find interesting and stimulating, and what they want to see from companies delivering content.
Achieving Deliciousness not only shares the survey results but also offers suggestions on how to create mouthwatering content. Paul van Keeken, who is responsible for the marketing of Adobe’s Digital Media Enterprise solutions in EMEA, talks about the thought-process behind Achieving Deliciousness and his views on the new age of content.
“Content is King” is something everyone has been talking about for a few years now. What has your research into the state of content found?
Our research, which was investigating consumers’ content expectations, indicated that their expectations are skyrocketing. Millennials – those who have grown up in the digital age – are a very attractive audience set, yet these are undoubtedly the most challenging due to their high expectations of the content they consume. At the same time our research showed that these people are very easily distracted. They multitask at any given opportunity, using two or more screens simultaneously (on average 2.23), switching between television, mobile, tablet and desktop. Brands must adapt to meet these rising expectations, whether it be how their content is designed, the relevancy of it or how personalised it is to the consumer. On the positive side of things, this is very much an opportunity for brands to set themselves apart from the competition.
What does this mean for companies marketing strategies going forward?
In order to live up to these expectations (and exceed them), companies must rethink and in many cases redesign their content workflows in order to produce content in a much smarter way. Using these updated workflows with modern creative platforms brands can find a more agile way of working, while maintaining brand consistency and making their content stand out from the crowd. If businesses took a look at how their existing content supply chain is organised in terms of connecting people in it and the disorganised workflows, it’s very likely they will not be able to live up to their consumers’ needs and expectations. Content needs to be created and deployed as soon as possible, especially when trending topics rise and fall in the blink of an eye; communications and content needs to be at the forefront of any marketing strategy.
How are content creators adapting to shortening attention spans?
The report states that brands need to be very careful about their content strategy; while fresh content certainly needs to be designed to capture consumers’ attention and stand out from the crowd, longer-form content must be approached in a cautious manner. It’s very important that companies know exactly what they’re offering and when, and that it really meets and exceeds consumer’s expectations. Data on how the content performs needs to be brought as close as possible to the designers, so that they can learn about the performance and optimise their work accordingly.
What trends are you seeing in multi-screen content consumption and how can content creators factor this into their work?
If you’re not prioritising touch-screen mobile first, you need to re-think your strategy as a priority. This is very likely to be the first brand touchpoint for any consumer, so always make sure it’s compatible with all mobile devices as well as looking beautiful. After mobile, roll out the brand experience to other screen-types, ensuring there’s a consistent and seamless experience for the target audience. Keeping it simple will streamline everything, but if the user experience is lacking in any way you’ll immediately lose the consumer.
What was the initial thought-process behind the Achieving Deliciousness website?
We felt it was essential to make the website visually appealing due to our own beliefs and of course the report’s findings. As was confirmed in the report, we knew that we really must pay attention to the overall design, as archetypally reports can be presented in a slightly lackluster way. You are what you eat, as they say!
In terms of objectives, what was the main purpose of the website and who is the intended user?
The discoveries from the report were almost like a harsh wakeup call, as much of the information aligns with existing trends. Our intentions were not to simply share the findings of the report, but to also give tools and tips on how to address some of the challenges that arise from the survey. Additionally, we’ve included customer stories on how they are reinventing workflows to address these challenges, which are always inspirational to others. The main objective was to present this rich data in a visually appealing way.
Where do you see content evolving to in the future?
The role of “content” in communications and marketing will ever be increasing; I see a very bright future for anyone involved in content creation, whether it be as a designer, a copywriter or content marketer. Brands will continue to compete with each other on delivering the best customer experience, therefore the bar is raised continuously by brands who exceed expectations. Content is how brands connect with users and how users experience most brands, so its growing importance is paramount. We all still have a long way to go, and there’s quite a lot of work to do… Content will continue to surge.
Why did you decide to pursue the chocolate theme?
Chocolate is often linked to seduction, especially in advertising. The report helps marketers better “seduce” their target audience. At the same time, the chocolate satisfies the users content appetite!
Finally, we couldn’t resist – what’s your favourite kind of chocolate?
I tend to prefer the darkest of chocolate, as it’s perceived to be healthier than the lighter, milkier types. It’s much purer and the real deal!
*Australia, France, Germany, Japan, United Kingdom and the United