The majority of brands want to increase their investments in content marketing and, especially, in the personalization of content (Forrester). This is because, in a market with increasingly high levels of competition, offering relevant content is able to give brands a significant advantage.
But is it really worth dedicating yourself to the creation of articles, video tutorials and infographics, with which to enrich your e-commerce store, if you risk customers buying directly from Amazon?
Indeed, the large marketplaces, observed warily by e-commerce store owners, risk becoming the very competitors of the brands whose products they sell.
If this is true in Europe, just imagine the situation in enormously larger markets, such as the Chinese one, where even the weapon of one-to-one personalization could fail, given the countless number of users to reach.
From Opposition to Integration
The opposition between e-commerce store owners and large marketplaces is certainly a central and extremely topical theme. With the help of technology and a personalized content strategy, however, the two entities can integrate with one another. In this way, they strengthen and adapt to one another, rather than excluding each other.
Everything revolves around content.
It is thanks to this – and to the use of customer insights – that brands will be able to coexist with international marketplaces. Content marketing, therefore, is confirmed as being essential.
Nicola Meneghello (THRON) specifies that what plays in brands’ favor is the quality of content, that large giants like Amazon are not able to guarantee. If it is true that the moment before the purchase is the most valuable one, enriching it with the right content can have a significant impact on the user’s decision.
In short, quality storytelling is decisive, even for those brands that have marketplaces as their intermediaries. This means that, even if my product is bought on Amazon, if I give the customer all the necessary information to choose specifically my product, I will have reached my objective anyway. I will have established a contact and started a relationship. Above all, I will have contributed to the final purchasing decision, without obliging the individual to search for information online themselves, which could have drawn them away from my brand.
This reasoning applies to China as well, although it is a specific case, with its own exclusive competitive logics and ways of communicating. Indeed, Rusty Warner (Forrester) guarantees that the barriers on
entry will decrease and that content will be the element required for a good positioning of the brand. This is provided that it adapts to the market and to its technologies (where, for example, WeChat is used to communicate rather than WhatsApp).
An Alliance Based on Data and Content
For any brand, whose relationship with customers has an intermediary, the combination of data and content can be a winner. If it is taken advantage of in the right way, it helps to build a relationship with the end user, based on the information that is relevant to them. At the same time, it is also useful to strengthen the relationship with the intermediaries themselves.
To this regard, Marco Frealdo (Campagnolo) vouches for a strong mediation between his company and the end user, hinting at turning all this in the company’s favor, through content. Indeed, as well as providing this content to the retailer who uses it to advertise the product, it can also become a source of data on consumer interests. For example, the retailer ascertains how the user moves on its channels and what interests they have; it gives this information back to the brand, which defines future content, adapting it to the audience. In this way, communications aimed at the user can be personalized, not just on brand-owned channels, but also on those of third parties that resell their products.
Therefore, independently of the reference market, content is of great importance in order to engage people. This is the case not just for brands, but also for aggregator platforms. A brand that knows how to create relevant content, and how to extract data from it to understand what really interests its audience, will manage to transform marketplaces that resell its products from competitors into strong allies.