The Power of Content in the Digital Age

We have all heard the old age mantra; Content is King and how content marketing is key to attaining consumers interest in products and services. The need for clients, brands and their agencies to be in it to win it, as clients are beginning to put down substantial investment in content globally as it has become a must in the new media landscape in East Africa and the rest of the globe.

The current environment is divided across global boundaries, competitors are disrupting businesses from every angle, and consumers expect instant gratification no matter where they are. Within this new world, the traditional way of marketing simply will not suffice.

On the 21st September, in Nairobi, Dentsu Aegis Network Sub Saharan Africa will be hosting an exclusive talk on all things content related and have found the leaders and innovators in the content arena, to assist you in understanding the new content landscape and how to leverage it for your bands’.

Dentsu Aegis Network prides itself on innovating the way brands are built and identifying the gaps in their offering, with this being said they saw the need to have the best content agency in their fold, hence acquiring leading content agency John Brown. As more clients are asking for content-led strategies they are now able to develop more innovative, content-rich solutions and accelerate their growth in this space.

The modern marketer works in an environment where teams are divided across globe, new entrants to the market are disrupting businesses from every standpoint. In this new world, the success of today’s modern marketer is now defined by their ability to create convergence throughout the entire organization, customer experience and business. When content is used strategically, it not only helps marketers facilitate business transformation, it also enables them to unify the entire customer experience.

Using a bespoke tool Consumer Connection System (CCS), a Dentsu Aegis Network research tool, one can justify that 88% of consumers use second screens (PC/Laptop, Smartphones, Tablets) whilst searching online. People are doing multiple searches at once and the culture of multi-tasking is definitely influencing the way that people consume content.

Second screen consumption, are increasing and this places added pressure on content marketers and media platforms to be more engaging in order to capture the attention of their targeted consumer. More recent existing applications namely Pinterest, Twitter and Instagram have higher second screen penetration than that of Facebook. This showcases that image driven content/ platforms such as Pinterest, Instagram and Twitter have greater second screen penetration, solidifying the concept of shorter concentration spans and the need for less lengthy content.

We can deduce that the relationship of the above behavior and brand affiliation can be seen clearly in this graph. Getting more insight into not only branded content, but how to use it effectively is of vital importance to businesses due to the shorter concentration spans and need for well thought out visual content.

Leading the conversation around content and what it can do for your business at the upcoming #PowerofContentKE Talk:

Dawn Rowlands: CEO Dentsu Aegis Network SSA

Lani Cartens: MD John Brown SA

Justine Drake: Content Director John Brown SA

Michelle Slater: GM Eat Out Kenya

Arjan Pomper: co-Founder AMPN

Dean Delaney: MD Dentsu Aegis Network Tanzania / Isobar SSA

To get the most out of the experts the event will be concluded by a series of Table Talks, followed by a summary by Dawn Rowlands, CEO Dentsu Aegis Network SSA.

This is an exclusive event and there will be limited seats available. To win a seat to this exclusive event and network with some of the industry heavyweights, tweet us @DentsuAegisSSA with twitter handle #PowerofContentKE and you might make it onto the guestlist!