Muwom talks: la importancia del brand content para enamorar a la audiencia
Posted: Wed Dec 04, 2024 5:35 am
Present. Future. Brands. Experiences. Sensations. The arrival of social media and mobile devices has brought about a change in the way content is consumed and the relationship between consumers and brands. The role of conventional media as the sole generators and distributors of content, both entertainment and advertising, is long gone. Today, we consume information through multiple channels and devices. The social environment is the most sought-after and valued by brands to relate to their audience through Social Brand Content to create a unique brand experience.
Marketing content . Storytelling . Branded list of tunisia consumer email Content . Engagement . What is the magic formula for a brand to make its audience fall in love with it? This morning we had the opportunity to attend the 2nd Edition of MUWOM Talks 'The future, the present of brand management' , in which leading professionals from the areas of Brand Management, Sponsorships, Digital, etc. have shared their professional experiences in this new market reality: the future is built by those who create it.
If we look back to the 80s, we see how brands back then had a place or a time slot to 'catch' the audience. TVE recorded data of 94% of the share in its 'moments of glory'. However, says Adolfo Corujo , Partner – Iberia General Manager & Senior Online, "now there are no minutes of glory, not even in the Super Bowl. People are watching you on 2 screens: they watch television while they WhatsApp , tweet ." This has led to a situation in which companies "are facing a kind of Bermuda Triangle called engagement . "
Twitter, Facebook, WhatsApp, television, online media… Recent studies claim that 27,000,000 pieces of content are shared every day, generating what Corujo describes as 'content pollution'.
Captivating the audience has become the main objective of brands. That is why multinationals such as Apple and Microsoft have begun to bet on quality and aesthetic content, through stories and experiences with Microsoft Stories . It is about entertaining, attracting the audience through emotions. Only in this way can we generate sensations, capture the attention of users and generate conversation. Alluding to a phrase that we like a lot from Paco Muñoz (Draft) "the shortest distance between two people is the stories."
Eduardo Lazcano , Relationship Manager, Digital & Experiential at Pernod Ricard Spain, pointed out that in order to generate conversation it is necessary to “empathize, collaborate and feel identified with the brand.”
But in this 'love story' between the consumer and the brand, not everything that glitters is gold. Antonio Bermúdez de Castro , Director of Client Services at Newcast Zenith Optimedia, underlines the importance of Content Curation . "You have to know how to find the content, how it is created and with whom you create it, and that it is ethical. The values of the brand must be present in order to be able to win the love of the brand."
Ultimately, in this content marketing war , if we want to win the battle, we must “innovate, be daring and send relevant messages to the audience we are targeting,” says Alfonso Fernández , Marketing Manager at Samsung.
Despite the drastic (social) change in the way content is distributed, we cannot ignore the value of conventional media in the distribution of brand content, as well as the effectiveness of 360 marketing plans.
We were recently at OMExpo 2014 , where Brand Content was also a major topic.
Marketing content . Storytelling . Branded list of tunisia consumer email Content . Engagement . What is the magic formula for a brand to make its audience fall in love with it? This morning we had the opportunity to attend the 2nd Edition of MUWOM Talks 'The future, the present of brand management' , in which leading professionals from the areas of Brand Management, Sponsorships, Digital, etc. have shared their professional experiences in this new market reality: the future is built by those who create it.
If we look back to the 80s, we see how brands back then had a place or a time slot to 'catch' the audience. TVE recorded data of 94% of the share in its 'moments of glory'. However, says Adolfo Corujo , Partner – Iberia General Manager & Senior Online, "now there are no minutes of glory, not even in the Super Bowl. People are watching you on 2 screens: they watch television while they WhatsApp , tweet ." This has led to a situation in which companies "are facing a kind of Bermuda Triangle called engagement . "
Twitter, Facebook, WhatsApp, television, online media… Recent studies claim that 27,000,000 pieces of content are shared every day, generating what Corujo describes as 'content pollution'.
Captivating the audience has become the main objective of brands. That is why multinationals such as Apple and Microsoft have begun to bet on quality and aesthetic content, through stories and experiences with Microsoft Stories . It is about entertaining, attracting the audience through emotions. Only in this way can we generate sensations, capture the attention of users and generate conversation. Alluding to a phrase that we like a lot from Paco Muñoz (Draft) "the shortest distance between two people is the stories."
Eduardo Lazcano , Relationship Manager, Digital & Experiential at Pernod Ricard Spain, pointed out that in order to generate conversation it is necessary to “empathize, collaborate and feel identified with the brand.”
But in this 'love story' between the consumer and the brand, not everything that glitters is gold. Antonio Bermúdez de Castro , Director of Client Services at Newcast Zenith Optimedia, underlines the importance of Content Curation . "You have to know how to find the content, how it is created and with whom you create it, and that it is ethical. The values of the brand must be present in order to be able to win the love of the brand."
Ultimately, in this content marketing war , if we want to win the battle, we must “innovate, be daring and send relevant messages to the audience we are targeting,” says Alfonso Fernández , Marketing Manager at Samsung.
Despite the drastic (social) change in the way content is distributed, we cannot ignore the value of conventional media in the distribution of brand content, as well as the effectiveness of 360 marketing plans.
We were recently at OMExpo 2014 , where Brand Content was also a major topic.