Origin of Media-Oriented Content B2B-Marketing in 2014
If 2013 was year of content marketing then 2014 will be a new year of media-content marketing. With the increasing popularity of social media people are getting influenced by social media. Now a days bank has started giving a way to open account by social media like facebook. We believe that content marketing increasingly stands alone as a media product. For example, one way to advertise a sports car is to put an ad adjacent to a content piece that targets your customer base, like a financial news report. A more effective tactic would be make the ad the content itself, like the series of films made by BMW in 2001-2002, which prompted people to share these videos via email, marking it as one of the first commercially-oriented viral videos. Media-oriented content marketing must follow these three principles: It is not one-way. Most ads today are still one-way. Consider the radio ad or the billboard. No data about the consumer is pushed back to the marketer. A MOCM, however, takes into account page views and clickthroughs, Facebook likes and the number of retweets. It is not static but dynamic. Users interacting with the content should change the content itself. Sometimes this change is subtle like spurring conversations through commenting. Other times, the user actually impacts the content directly, much like the Lays Chips flavor contest. Its primary goal is not to sell. Consumers are becomingly increasingly sophisticated so they may reject a content marketing piece that is too self-promotional. However, if they recognize the content as a worthwhile standalone media product, they would be willing to share and promote it.
- Satvir
- 09 Apr
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