Olapic's Marius Kriening talks technological automation and the importance of scalable content
When Marius Kriening talks about the 'content problem' that plagues the world’s industries today, he refers to the tremendous need for brands to fill a growing number of touch points that have developed throughout the modern consumer's journey.
In a world where brands are fighting to capture the attention of their customers, this Sales Director at visual commerce and marketing platform Olapic insists that brands must fill the proliferation of touch points with more relevant and relatable content.
The challenge, in effect, is how to do this at scale.
He goes on to explain that brands can look to new types of content to solve the problem: From user-generated content found on social media to dynamic videos and even influencer content. He dutifully notes that the tech-enabled work that Olapic does is in commensuration to this widely talked about 'content problem', enabling brands to capitalise on these new content types that are not only more abundantly available but can offer more authentic and engaging user experiences to supplement a brand's home-grown content.
The native German also notes for example, if a brand released 3 new products and 5 new campaigns every month, all of which needs content creation and promotion, relying solely on traditional creative methods of developing creative assets from scratch becomes more difficult to do at a fast pace, all with no audience-success guarantee.
By transcending the process and leveraging on technology automation, Olapic algorithmically scores content so that the brand is only shown content that is most likely to be well-received by the public.
And this, mind you, survives a person's subjectiveness and even the occasional opinion bias.
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A HUGE MARKETING PUSH FOR AMBASSADOR DEALINGS
Olapic has recently launched a Content Creator Network to help connect brands with social media influencers. Consumers today seek inspiration and product validation from like-minded tastemakers on social networks. Influencers are the perfect solution, as they give brands an opportunity not just to scale content creation, but to take advantage of a highly-cultivated audience that is well-aligned with the brand’s ethos. These relationships, which were once painfully managed through individual spreadsheets, emails and conversations, are now streamlined into a single platform for brands to utilise.
In terms of expansion, Olapic currently works with more than 500 consumer brands globally and is focusing more on Asia in the years to come. Asia has so much unlocked potential as Asians adore sharing content on social media. Additionally, Asian brands are slowly realising that there is invaluable worth in being connected with the consumer through authentic user-generated content.
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CONTENT IS JUST AS IMPORTANT AS TECHNICAL EXECUTION
I've realised that brands are so focused on the media package, discounts and legalities, that they sometimes completely forget to tailor their brand message to specific users. Take the retargeted Facebook ads for example: while the platform is arguably one of the most powerful advertising platforms in the world, mediocre content will not provide the performance brands are looking for. Retargeting displays the same item in fresh new ways to aid brands in overcoming ‘ad-blindness’, thus creating more conversions.
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THE DIFFERENCE IS EXECUTION
For every idea that you have, there are seemingly three others who also have that same idea. The difference between you and other companies is the way you execute your idea, and who you partner with. Olapic is fortunate to be part of Unilever’s Foundry for innovation with consumer brands, as well as participants in Facebook Marketing Partners, Instagram Partners and Pinterest Partner programs.