How is Content Marketing Reshaping Merchandising?
retailciooutlook

How is Content Marketing Reshaping Merchandising?

By Retail CIO Outlook | Thursday, October 31, 2019

The popularity of content as a tool for marketing is increasing rapidly, giving retailers a chance to redefine strategies and attract customers better.

FERMONT, CA: With unmatched competencies and significant ROI, content marketing is becoming increasingly popular among companies. Content marketing plays an essential role in the current scenario of digital marketing for retailers, as communication and interaction between audiences and businesses grow complex. Like other influences in the digital marketing ecosystem, content marketing tactics should be continuously perfected and fine-tuned to achieve marketing goals easily. The following list contains some of the top marketing content trends that are predicted to rule in 2020.     

Information Retrieval

To prevent the overloading of data, the search results must be accurate. Information retrieval deals with the method used by Google and other search engines to give the inquirer with the right content. A firm understanding of the PageRank algorithm and search algorithm from Google, most recently Hummingbird, gives content marketers an exponentially better chance to reach a wider audience. To identify appropriate content for users, data curation systems are used for information retrieval.  

Semantic Web

The semantic web is a conventional format of data for the application of metadata to concepts and their relevance. Its algorithm takes a query's intent and polishes it to deliver more personalized search results. When a user types in a particular keyword on Google, the flow of history and new accounts on the matter come up, along with the date at the top of the site in bold letters. A semantic search is a valuable tool for retail marketers since it can be used to find additional content linked to the initial search, giving the connected content an extended reach. 

Collaborative Filtering

Collaborative filtering is a method used to suggest content based on user behavior trends that are related to content consumption. It sorts the most helpful information available to the user from vast amounts of accessible data. This technique helps retail marketers realize how their content can be optimized for webpages using collaborative filtering. It also illustrates how to use content marketing and innovation to raise brand awareness and stimulate sales.

Document Clustering

Document clustering allows content recommendation engines to suggest other similar content for the user to read, magnify content influence, and enhance the user benefits. Document clustering is also used to recommend a call to action. Document clustering transforms original content recommendations for individual site visitors, classifying the related data for more effective results. 

2020 could be the most significant year for content marketing, and retail marketers must add value to their infrastructure, become innovative, and set up efficient systems. With a solid strategy in place, thriving in the current market becomes much simpler. Understanding the nature of the dynamic world of merchandising will aid marketers in designing an approach that allows businesses to stand out and exceed growth projections.

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