November 30, 2010 at 11:25 pm
In a recent article by Geoff Ramsey, President of eMarketer ( See below), he definitely hit the nail on the head! In the wake of the financial crisis, will we see a similar media crisis spurred on by the overflow of more and more content, while users still expecting to downloading it for free? We are in an age where everybody is creating, and the world has become flat for media. There is just so much out there and it is really becoming more and more available as we envisioned….the on-demand via multi-screens scenario. I do believe in social recommendations of compelling content, but the market is there for the taking if you do something stimulating and original that really catches the eyes of the consumers. This then could potentially propel it with immense social velocity.
This is why it is critical to have all of your media ducks in a row. As I say, your RIOTPM ( Radio, Interactive, OOH, TV, Print, Mobile) all working like a purring Ferrari ready to hit the road with your creative “eye-catching, ears-ring”, “Taste buds-swelling” “Fingers-itching” campaigns. The industry word has been coined “Earned-Media”, but I like to think of it as “Emotional-Earned Media”.
If as a marketer you can deliver on this kind of compelling promise to consumers, the last thing you want is for them to try to open that campaign on their mobile phone and the site does not work due to lack of preparation, or poor layout….. Mobile has to be there as well as Social media with the right strategy in place from the start, with its own creative twists….
2011 is the dawn of the new media creative that maps across all the different screens in that unique special contextual way… we are excited to be part of this…
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2011 Trends: Content Marketing Is Critical
DECEMBER 1, 2010
Geoff Ramsey—CEO, Co-Founder
Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.
Magnetic content can include anything created on behalf of a brand—be it an ad, YouTube video, online game, Facebook page, Twitter promo or mobile app—that consumers genuinely want to engage with and pass along to others. This content entertains, amuses, informs, serves a function or satisfies a consumer need. It’s welcome instead of annoying or interruptive.
Marketers, especially those working in social media, have seen the proven value of branded content, sometimes also referred to as “earned media.” Nearly three-quarters of US companies with a social media strategy used such content in their campaigns, making it the most common type of content used, according to a June 2010 study by King Fish Media, HubSpot and Junta42.
Creating effective, breakthrough advertising has always been a challenge for marketers, as well as for the agencies charged with the task. But the classic interruption-disruption model of advertising is moribund. Marketers should ask themselves five questions about the magnetic content they are seeking to create to determine whether it will be truly attractive to their audience:
Is the content unique?
Is the content useful?
Is the content well executed?
Is the content fun?
Does the content make good use of the channel in which it appears (e.g., social, mobile, video)?
Marketers should base their magnetic content ideas on well-researched customer behaviors, attitudes and lifestyles. This entails altering your emphasis in marketing from “selling product” to identifying and solving a consumer need or want that transcends or complements the physical product or service you are selling. Ask yourself this critical question: Besides your product, what can you do for the consumer?
