there-in lies the trap . Through a continuous process of creation , we often forget to take a step back to evaluate the effectiveness of the content we create . While automation , time and cost and originality are easy to figure out , Aggregation thrives the most on value addition which is what we define as customer trends interests , likings , and tastes which change with every new idea that appears online .
MultiChoice has been an aggregator of content for over 27 years , telling the right story , at the right time to the right audience which is our absolute focus , and to use that to leverage technology and become obsessed with pleasing the customers . At MultiChoice , our vision is to be the best African storyteller in Kenya .
To achieve this , it is critical for us to understand the new consumption behaviors and mindsets of consumers . The new consumer is nomadic ( they can be everywhere and anywhere ); tribal ( gathering around similarities ) and singular ( entrepreneurial , be who they want to be ). To survive and grow , industry players like us have to find new ways of engaging more effectively with viewers when there are more choices than ever , more free content than ever , shorter , entertaining versions of it and our customers are becoming more and more accustomed to receiving personalized content that talks to their specific requirements often seemingly for free .
To be successful at value creation , marketers must beat the trends or drive the trends . This means being aware of what the people are talking about , their newfound interests , and trending topics to beat the competition and deliver what consumers are looking for . Content aggregation helps in accumulating content from different platforms for brands to analyze consumer interests and trends instantly . This is an extremely helpful trait of content aggregation as you can take immediate action on to audience demands . Secondly , its crucial in keeping tabs on real-time updates for marketing campaigns .
Without Content aggregation , it would be challenging to research and gather quality content . Aggregation also allows for usergenerated content opportunities just like ‘ word-of-mouth .’ Customers agree that they would buy something if they saw other customers using that product . This is what we know today as influencer marketing .
Content aggregation is very helpful in driving engagement . All businesses want to acquire maximum engagement from their digital strategies as a key element for conversion . Aggregation has also helped marketers gain knowledge in personalized marketing through the use of artificial intelligence to support brand interaction with individual browsing history that support innovations such as retargeting and geo-tagging .
Important to remember also is that every industry experience different challenges . Knowing what the limitations of your industry are and rising above them through skills and technical development , investment or product innovation can increase the chances of successful aggregation .
Today in the midst of the ongoing digital revolution , we realize at MultiChoice that we not only collectively have the opportunity to tell stories that educate and inform African audiences ; the digital age means we are in a position to take African stories to the world and create a global market for what we do . Despite the challenges we face , including gaps in industry capacity to create quality content which is hampered by lack of skills and funding , we have mitigated this by commissioning content from local producers and funding it 100 %.
Quality is further hampered by lack of the right skillset but we are regularly conducting workshops for existing industry creatives and using our international networks to work with experts to upskill creatives . Currently , the biggest risk to our content aggregation is piracy which negatively affects every single person working in the entertainment and technology industries , and their supply chains .
Through all this , we have also focused on a digital orientation , with our investment in technology , video on demand and online streaming platforms . We have the DStv App which allows users to watch Live TV on smartphones , laptops or tablets , record remotely from their Explora decoders or catch up on content on demand . Showmax is also available for our customers and is Africa ’ s leading OTT streaming platform . We will also be launching DStv via Streaming into the Kenyan market this year after the successful launch of DStv via Streama in South Africa .
From the MultiChoice example , we see that the end-user experience is becoming the key differentiator . What the acceleration of technology means is the acceleration of better experiences with tools that make our lives better . As such , behavioral data is the differentiator allowing an experience of choice - whether it ’ s faster automation , faster insights , faster networks , faster reality or faster intelligence .
Digital marketing is an extremely dynamic and unforgiving field for brands and content marketing is a trend that brands need to harness to win over customers who are time-strapped and still value convenience . Consumers no longer want to rely on one or just a few sources for information ; they want to hear a variety of voices .
My charge to you is this - Examine the ways in which you can use content aggregation strategies in your business as a marketer to drive conversion , once learnt , harness the advantages that aggregation offers to drive the bottom line .
This is an abridged version of the key note speech delivered By Ms . Nancy Matimu , Managing Director , Multichoice Kenya , at the 2nd Nairobi Marketers ’ Night held on Friday 3rd June 2022 .
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