Brand Effectiveness in Media Landscape & Content Marketing

‘Increasing smartphone and tablet ownership means consumers are accessing brands across multiple platforms.’ (Davidi 2013a) Combined with the constant increase in online social platforms, this means brands are able to extend their storytelling to consumers beyond traditional methods - maximising awareness and enhancing their image.

The evolution of the digital landscape means brands have a better path to their consumers, however this path is also unveiled to other brands. ‘Consumers expect to find brands in the digital space.’ To succeed in the online social sphere ‘the challenge is [for brands to be] part of the conversation.’ (Davidi 2013b) For this to happen effective content marketing is crucial.

 ‘Content is, of course, one of the most powerful ways to engage with and influence anyone. It has been a key tool for marketers since anyone tried to sell anything to anyone. It’s nothing new. Only the hype is.’ (Pearse 2013) Although not a new concept, the opportunities for content marketing have expanded through digital.

It means ‘Providing valuable or intriguing content that either educates the end-user or entertains them, but in a way that indirectly promotes your brand.’ (Hafez 2013) Examples of content marketing below; ‘Bing is for doing’ Flashmob, Innocent smoothie’s blog. One a video intended to go viral – marriage proposal not related directly to Bing and the blog is unrelated to the Innocent product but continues to interest readers enhancing brand image.

References

Davidi, A., 2013a. The Future of Branding - Live Discussion. The Guardian, 11 February 2013. Available from: http://www.guardian.co.uk/media-network/media-network-blog/2013/feb/11/branding-future-consumers-product-live-discussion [Accessed 28 February 2013].

Davidi, A., 2013b. What is the Future of Branding in the Digital Landscape?. The Guardian, 25 February 2013. Available from: http://www.guardian.co.uk/media-network/media-network-blog/2013/feb/25/brands-digital-future-media [Accessed 28 February 2013].

Hafez, A., 2012. 30 Awesome Content Marketing Examples. Celcius. June 2012. Available from: http://raadafyouni.tumblr.com/post/19952759278/30-awesome-content-marketing-examples#_=_ [Accessed 29 February 2013].

Pearse, J., 2013. Why Brands Need to Avoid the Hype Surrounded Content Marketing. The Guardian,  5 March 2013. Available from: http://www.guardian.co.uk/media-network/media-network-blog/2013/mar/05/brands-hype-content-marketing [Accessed 5 March 2013].