Why Real Estate needs to focus on content marketing?
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Know more about Content Marketing and why Real Estate Industry needs to focus on the same from Ashish Trivedi's presentation from Taboola at the Evolve- biggest Real Estate Marketing Conference by Amura @ JW Marriott, Pune.
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Why Real Estate needs to focus on content marketing?
- 1. Connecting People to Information Ashish Trivedi| Media Development & Partnerships -INDIA
- 2. In 1895 John Deere corporation began publishing a customer magazine.
- 3. Dell’s Tech Page One assembles original and curated content relevant to computer users and buyers
- 6. WHY CONTENT? Relationship Conversions Thought Leadership Education Trust Social Sharing SEO Engagement Inspiration
- 9. WHEN USERS SHARE 9 Users share 64% more using below article share tools than above article share tools Users coming from social sites share 4.5x more then users coming from search engines
- 10. Enabling Discoveries Through The Entire Funnel Awareness- Consideration- Decision- Loyalty- Engage through Complexities, Buying Challenges Establish credibility, Address Wants Drive to Goal oriented Content Brand Cross-sells
- 11. That “Moment” When You Discover Something For The First Time CONTENT MARKETING IS A STRATEGY Not a Campaign Long-term relationship No “ end date” Operate like a publisher
- 14. You Have Seen Us Before Enabling people to discover content at that moment when they are most likely to engage
- 15. Taboola placements “bust” banner blindness Taboola’s average ad CTR is 10x higher than display ads
- 16. “I want to find information about a specific topic” Search “I want to consume content” Discovery “I want to engage with my friends” Social State of mind
- 17. People spend 20% of their time online consuming content on the open Web Source: ComScore and Nielsen. 19% Communication 22% Social 13% Multimedia 21% Search 20 % Consuming Content 5% Shopping
- 18. News | Business | Finance Entertainment | Lifestyle Tech Recommendation s a Day 12B+
- 20. India Reach 1 B+ monthly unique Users Globally 5M+ sponsored content items 54% mobile Traffic* 45% desktop Traffic* India desktop users reached, 3/2016 India Similar web 3/16 REACH PROPERTY 86.5% Google Ad Network 55.4% Facebook 51.9% Taboola 43.0% Microsoft sites 27.8% Outbrain 16.0% Times Of India 9.7 % NDTV 6.7% India Today
- 21. Global Footprint Engaging audiences across all continents. * Monthly recommendations, 10/2015 USA 74B Canada 6B Ireland 1B UK 15B France 12B Germany 2.3B India 10B Australia 8B Brazil 14B English, French, German, Spanish, Portuguese, Italian, Korean, Japanese, Chinese, Thai, Hebrew, Hindi Japan 12B
- 23. Powered by Our Predictive Engine Delivering personalized recommendations by ingesting numerous signals PERSONA SITUATION
- 24. Real Estate
- 25. Thank You
Hinweis der Redaktion
- Take the example of Blue Apron. Did you ever just find something new/ innovative and your reaction was – wow, how did I not think of that? Something so simple yet so revolutionary! EMEGING BRAND - Blue Apron let’s you cook without shopping for ingredients, making cooking fun without the hard work. When I tried it I was instantly hooked. There are many new and DISRPUTIVE BRANDS like this - dollar shave club, harrys, plated, esalon, wealthfront - many more - using Disocvery to introduce us to new products, services and information - new ways of experiencing things we never new existed before.
- ESTABLISHED BRAND – RE-DISCOVERY - Intel is a brand that I grew up with, as a company that built “solid” chips and microprocessors in PCs (not too exciting but important)! Fast forward today, and Intel is powering all these wonderful technologies and tell stories about it across so many innovative fields, such as art, science, and healthcare. They publish Intel IQ to tell them, a robust website in 23 languages worldwide. – with local staff on the ground in many many cities around the world. The topics span music, entertainment, gaming, lifestyle, fashion, technology and innovation = all enabled by technology powered by Intel. Intel also sponsors ten-pole events like the Creator’s Project, that inspire, educate and entertain a new, diverse generation of customers – who are discovering Intel in a whole new light! All through the power of discovery!
- Everyone in this room has probably engaged with our recommendations dozens of times this week, while consuming content around the web. We’re across all device types and we are native integrated “in feed” – we have been “native” years before it even became a buzzword. The placements are hard coded onto sites, in the content well, highly engaging, visual in nature and non-disruptive to the user experience.
- Publishers and advertiser love our performance. Users actually engage with our ads instead of tuning them out. We drive a 10x higher CTR than display ads and drive superb engagement rates and actions that other forms of media on-site.
- So how does Discovery work? Discovery taps into a unique mindset that allows brands to access a massive new audience that is completely open to learning about new ideas, messages, products and services. While search is very intent driven and keyword based, social is very friend and interest based, Discovery a category where ideas are surfaced to you at the moment when you are most open to engage with them; It is truly “pull based “marketing, and choice based, where messages and information find you in a seamless and integrated way!
- As you can see, we consume content around the web voraciously and are in this unique discovery mode at least 20% of our time online; We spend as much time consuming content as we do searching, on social networks, and communicating with our friends, and far more than shopping and multimedia. This is a previously untapped audience for brands and we are leading the charge to define this category.
- We power these placements across thousands of premium publishers across new, sports, business, entertainment, technology…the list goes on and on. Recent partnerships include a global partnerships with MSN, AOL/ Verizon, CBS, Trinity Mirror and countless others top media brands around the globe. Many of our publishers are design partners of ours as well as investors such as NBC//Comcast and the Daily Mail.
- We have massive reach, 2nd only to Google Ad Network in the US. We reach close to 88% percent of the US desktop audience, reach over 3/4 billion unique users on a month, and we generate over 1 billion clicks a month! We are fully mobile optimized, and across desktop, mobile and tablet. We are SDK enabled for apps and smart TVs as well.
- Taboola has a global footprint, and we support over a dozen languages in 50 plus countries. We have significant presence and penetration across the US, EMEA, APAC and Brazil and looking to expand into new territories such as China and Latin America.
- And Brands have responded. We work with most of the major Fortune 500 brands, from IBM to Coca Cola, and everyone in between. The beauty of what we do is we touch all different parts of the funnel for marketers, from brands awareness, to pr/communications, audience development, lead gen, and we power sales for leading retailors. One of the unique elements of discovery is we can touch all the parts of the funnel.
- Our recommendations are personalized and use machine learning based on many signals – its take account 2 main factors - your Persona and your Situation. For example, I know that on weekends I spend much more time on my tablet watching longer videos and reading in depth articles on my couch, as opposed to during the week when I am traveling I am looking for short bursts of information in the trades on my phone and on the go. We input many of these signals such your location, time of day, device, browsing preferences, and social proclivities – ie are you more of a sharer?