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In Europe 71% of business has increased in 2015 the amount of content products for web on the previous year. More than a quarter had a larger internal staffing to acquire people specialized in this area and 28% invested in companies that dealt exclusively with content marketing . These are just some of the data published in the Free Industry Benchmark Report , which analyzed the behavior of over 700 entrepreneurial community has become necessary to understand how the construction of a online reputation to remain competitive on the market .
Digital Enterprises: where are we now? On the other hand, is not news that Internet and revolution of Web 2.0 have profoundly changed the way we do business . To fully understand these results, considering that only Italy , according to ISTAT, which has compiled the latest report on the subject at the beginning of this year, the number of companies selling products and online services has grown a lot in the last three years, from 6.7% in 2012 to 8.2% in 2013.
The tools used are the social (29.3%) and platform media sharing .
The trend seems unstoppable: it is estimated that spending by companies in mobile advertising in 2016 will exceed the $ 100 billion . Despite the delay of our country compared to other EU states in terms of spread of bandwidth and more generally use of the Web, the digital business are increasing considerably, phenomenon due to the iperconnessione new consumers .
When the target is represented by Millennials. Among them, a significant portion is represented by so-called Millennials , young people aged between 18 and 34, who have made network sharing and creativity very soul of his being and their work. Only in Italy there are 12 million, driven by the desire to share their lives and their passions with the online community. To win them over, many business decide to leverage on this very sphere of aspirations , present and future, creating communication strategies that put the center the individual, with a more inclined to listen to their audience.
The case of Hello! World. feature of new consumers is their desire to get in touch with the brand and be active actors, part of what interests them. But above all, they need to find editorial content authoritative and credible that can provide them with a key to one’s own life, to accompany them to a concrete choices. An example of marketing strategy In response to these needs is represented by Hello! World , the magazine Bank Hello! , bank 100% digital and BNL Gruppo BNP Paribas has dedicated its customers with digital DNA (between 2014 and 2015 it has acquired 57 thousand well), who focus on all that is technology and especially to your fingertips .
Through the online magazine, was born less than a year ago, which deals with topics ranging from lifestyle to wellness, from the world of house music and so distinctive that supports the positioning of Bank Hello! , are intercepted the needs inherent in the sphere of present and future customer of reference upon which the entire communication strategy. The listening phase that follows the answers, they can get through editorial content targeted and thorough. Besides, the payoff of Hello! World is right: “ I realize the passion in me .”
How to retain traffic. The strategy of content marketing Bank of Hello! revolves not only around the magazine but also to some vertical branded , Hello! Home and Hello Play , and other non-branded, including True Riders and HayMagazine . The latter in particular have the task of generating attention, intercept and retain the online traffic and just build around the brand a community that is recognized in passions of which he writes and says. All with a language fluid and captivating , even when the issue is complicated, and with a tone semi-confidential , thanks to which the reader will get the impression that the news can have a real interest in him.
The role of social networks. Hello! World, as well as other channels of content marketing Hello !, Bank use as platforms for sharing not only their own websites but also social above Facebook , where the magazine has managed to almost break through the roof of the 25 thousand like , recording excellent results for fan base, especially with regard to the mobile traffic , which represents 77% of total . Great space is also left to the visual content , with video-related passions told on the platform.
The subsequent steps. As the internet world changes quickly , so everything in it is born and lives must evolve to keep pace with the latest . For this campaign linked to Hello! World does not end here, but will soon include other initiatives. In particular, the new website will be enriched with video content , who will talk about the values and passions of the target audience, smart people who like to play, grow and overcome its limits, and it will be accompanied by a Apps always updated and a click away.
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