When Content Is One, You’ve Already Won
There is a brave expansive argument regarding the most profitable definition of “content” within our CE industry. Billions of manufacturer dollars are bet annually on the profitable come of content creation designed to motivate consumers to lean in and purchase products that fulminate and energize their eyes, ears and senses.
Simple examples of content driving fast consumer consideration, swift profit invigoration and ardent brand infatuation are the Apple iPad and Samsung Galaxy smart devices. We aggressively suggest that content for market leaders like Apple and Samsung is smartly defined as “one.” One defines an ambient-aggregated consumer experience in "content inclusive to product architecture, software/apps, cosmetics, usability, content integration, share-ability, packaging, ease of performance and ease of serviceability.” Defining and delivering this competitive steam of content invention defines and delivers the opportunity to build, to take, to make a market creating socially charged and highly profitable brand attention. Companies like Apple, Samsung, Beats, Quirky, Nest, LG, Monster and many more surely define consumer content experiences for their brand as “one.”
As we know, over half our global population enjoys internet access. Individually and globally we are able to socially digest, review, share, recommend or defend new content, new products in mere nanoseconds. All while brands are daily teased, socially challenged to create new “content” opportunities designed to enlist demand, affection and profitable engagements. Content that profits the brand, content that profits the consumer is content that gains fast social network sharing burnished across local and global clouds. That social burnish is any brands most inexpensive fuel, most inexpensive brand and product shelf pull. Smartly created content based upon consumer market sensing always creates market makers as opposed to market followers.
Unfortunately there are no shortcuts to creating best of breed content in the language of one. Successful content development, architecture and deliverables can only be profit cemented through early and intensive in-depth consumer market sensing. Since social opinions will either herald, merit or destroy product pull, we need to consider a new consumer target title to focus on and invest in. Beyond B2C and B2B strategies, highly valuable, socially opinionated consumers motivates Gen One Ventures to create a third sales and marketing acronym titled C2C. "Consumer to Consumers" implies and defines the overwhelming power of social selling and marketing from one consumer to many consumers. C2C redefines how brand and product content is created and shared to ensure market success. C2C drives the nearly instant internet success or failure of your content through social push and pull, globally. C2C is any marketers most important and fertile catalyst and investment to launch and sustain brand and product affinity, shelf pull success.
Speaking of the power of content, at CES 2014 I was kindly interviewed by Frank Radice representing Jon Accarrino, VP of Red Touch Media regarding "The Future of Content." This video interview explores the art of the possible in terms of driving successful and profitable content opportunities as one. Click here for the video and please let us know your thoughts:
Peter Weedfald is the Senior Vice President of Sales and Marketing for Sharp Home Electronics Company of America (SHCA). He has also served as President of Gen One Ventures, SVP, Chief Marketing Officer of Circuit City, SVP of Sales and Marketing in North America for Samsung, and SVP of global marketing and EEVP, GM & Chief Marketing Officer for ViewSonic.