6 Major Trends of Content Marketing in 2016 (4)

4. Content marketing platform: diversified platforms + personalized content

Nowadays, due to the latest marketing trends, we can notice a blurred line between professional media and brand media; moreover, the company itself becomes its own publisher. After a series of hot advertising channels were launched, such as Microblog and WeChat, brand owners started to think of “we-media” in a more rational way: diversified platforms combined to offer personalized content.

It’s not hard to tell that what was popular yesterday, such as Microblog and WeChat, is no longer trendy today. Therefore, some companies are wondering whether it’s worthy, or not, to invest so much energy to run WeChat or Microblog, and how many effective followers would be interested in the content.

What is more, there are still lots of companies expanding their promotional channels and platforms through official websites, actively establishing accounts on different social media platforms.

Case: Durex has a broad range of touch points distributed on social media platforms

Durex always prefers to promote itself on a variety of social media platforms. It has distributed a large amount of touch points on all the usual social platforms, and its marketing strategies vary from one another, according to the features and interactive ways of different social channels. Durex always approaches customers with surprise. Through all kinds of social platforms, Durex stays connected with consumers by good operation and innovation.

Case: Durex partners with Bilibili to launch new products on White Valentine’s Day

On the eve of White Valentine’s Day, Durex has launched AIR condom by live broadcasting on Bilibili, which features as home for many ACG fans aged 17-31.

The whole live broadcasting was very simple and barely followed any plots. It mainly showed a couple waiting in line for buying the newly launched condom, and the main actor was a very famous blogger on Bilibili. After 3 hours’ waiting, they finally bought what they wanted and left the site.

Yet this boring launching show has raised a wave of real-time comments from Bilibili users, who were eager to engage to express their opinions and feelings about the ad. That is exactly the real ultimate purpose of Durex——creating UGC. The promotional result turned out to be beyond expectations.

Case: Durex’s new WeChat account “Duxiaoai”

On July, 2015, Durex created a new Wechat official account called “Duxiaoai”, on which the private and a most embarrassing topic for women –sex, will be the main point of discussion amongst the online community.