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David Mohamed
Karahacane                                                          MSC
Marketing/Communication

 

Student ID3524093

 

1124 words

 

 

Creative and Media strategy

Essay 3: Targeted content distribution

 

 

Table of content :

 

1-   
Definitions………….……….……….……….……….……….……….……….……….……….………………………2

2-   
If content is king, context is queen. .……….……….……….……….……….……….……………………..2

2a- Content marketing,
reason for growth and weakness.……….……….……….……………………..2

2b- Native
advertising reason for growth and weakness……….……….……….………………………..3

3-  How do they challenge conventional media……………..…….……….……….………………………..3

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

1.Definitions

 

(Hipwell et al., 2013). 
“Content marketing is a phenomenon that involves creation and publishing
of engaging content about a specific brand, service or product”.

 

Native advertising consists of designing
some content to resemble or integrate into
the natural content of the website where they appear. They are placed in a way
that is consistent in form and function (i.e. design, context and behaviour)
with the online media platforms or publishers they appear in (Warc, 2017)

 

 

2.If content is king,
context is queen.

 

a)   
Content marketing, reason for growth and
weakness.

 

Nowadays the importance of marketing
messages for buyers has increased to a great extent.

There are a number of marketing messages
that buyers ignore because of their irrelevancy.

Different brands convey thousands of
marketing messages as buyers are hungry for relevant and valuable information
about the product they are going to spend their money on

For this reason, marketers need to
create content that is promises to deliver value. Good, authoritative content
executes buying response and hence it is said that ‘content has become king of
brand’.

Latest research as done by Strauss (2016) has shown that
content marketing is the prime tool for B2B and B2C marketing and there are also several reasons that can explain the
growth and success of content marketing:

 

Schein, R., Wilson, K., & Keelan, J.
E.  (2015) say that content marketing helpful as
it is can get access to information through multiple channels. This allows
brands to build their reputation amongst people coming from different
backgrounds, Kelsey Libert (2015) explains that this form of advertising the
one the most cost-effective and that web
marketers are now dealing with a major death challenge: pop-up ad blockers, and
to outrun their extinctions, marketers will now need to deliver quality and
interesting engaging content to enhance their brand’s identity
and awareness.

Finally, we observed that consumers
feel comfortable purchasing a product when content is helpful and entertaining
at the same time (Constaintinides, 2008).

However, the
bad side of content marketing is that it is not an easy exercise, we can easily
go wrong if we don’t know well the practice and we have seen a lot of marketers
failing in the with content marketing, therefore Education is vital Education is vital: marketers must ensure
they are familiar enough with the practice that they can offer it as part of
their advertising solution (Brooke Hemphill, 2017)

 

ample of a weak content marketing effort,
infographic light on information but heavy on graphics

 

b)   
Native advertising reason for
growth and weakness.

 

On another hand, we have Native advertising that is seen
as less obtrusive compared to traditional advertising by Selecting the right platform and ensuring an effective
integration: content is personalised for the viewer, optimised for the device,
and related to the context of the page or article which makes Engagement levels much Highers.

There are a few key implications for growth and success according
Warc, the first one is the Transparency,
it leads to better results. make it explicit and clear that the ad is a
sponsored content Millennials, in particular,
recognize then you’re selling to them. And they hate it (Warc, 2017)

 

It also
creates a mutually beneficial value exchange between the advertiser and
consumer Which gives companies the opportunity
to intellectually establish a bond with their customers through content.

In this context “ads become more than a
picture and a discount. They are aimed at the heart of the consumer’s values
and lifestyle and by forging that connection, companies create loyal customers
who return time and again.” Mike smith, 2017

 

However, the Bad points about native advertising are that
the development
of localized, custom content can restrict the scalability of digital marketing
efforts. Regardless of how creative or effective these ads are, the fact
remains that most consumer brands must eventually touch a large audience base
to maximize cost-efficiency. Also if publisher don’t limit the use of native advertisement,
the it will become one more type of clutter

 

 

And IF PUBLISHERS DON’T LIMIT
NATIVE-ADVERTISING OPPORTUNITIES, THEN NATIVE ADS JUST BECOME A DIFFERENT SORT
OF CLUTTER. (Dumenco,
2014)

 

 

 

3.How do they challenge conventional media?

 

We know that traditional marketing (TV and radio, newspaper and magazine
ads, banner ads, direct mail advertisement, brochures flier, and billboard
signs are still going strong, it is no outdated, and Content or native
advertising is not the only way to go in this day and age.

However, it comes with its shares of disadvantages, indeed it remains
really expensive to choose to go for a conventional media strategy, particularly for TV and radio space it’s very wide audience, which makes it
difficult to personalised the message, for the same reason it’s also really
difficult to track ROI for traditional marketing, also most of the time no
interaction is possible, this is a monologue. (Myler, 2016)

 

 

By solving all those issues new marketing strategies such as content and
native are challenging traditional advertising, indeed, they are considerably
less expensive than conventional making it both, extremely viable option for
small businesses. The proportion of small businesses in UK is currently much
bigger than big companies that are able to afford conventional media, this
explains why alternative strategies are becoming so popular (99% of all businesses in UK pdf).

On the top of this they offer a high click-through, dialogue,
enable the targeting of a specific audience with personalized message and
finally online tools make it possible to track effectiveness and ROI. (Schein, 2015);
(Libert, 2015)

 

Old school advertising is also being
challenged by the fact that It’s a new mind-set. It demands patient attention, and can require you to
focus on adding value instead of adding clever marketing messages- hoping to
generate a conversion. It’s an ongoing program not a campaign.

 

To conclude my opinion is that in our era, A well-rounded marketing plan will incorporate both tactics, if the resources
allow so but the challenge is choosing the right advertising style to achieve
your goal.

 

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