content marketing web
TRANSCRIPT
Web Marketing
Sylvie GEORGIADES
January / February / March 2014
Content Marketing
How Brands turn themselves into Media companies
• Today, traditional advertising shows its limitations
• Advertisers have understood it and have become content creators
• Consumers look for brands that make sense, they have thirst for core values
• Brands can market more effectively and build loyalty by informing and entertaining customers
• The point is not inundating people any more with thousands of commercial messages, but telling a story and offering an experience
Adidas: the legend of Adi Dassler
http://www.youtube.com/watch?v=_IH5wLo2jto
How Brands turn themselves into Media companies
• To be more visible, draw attention and create preference,
brands have to go beyond a commercial relationship
• People are not only consumers, but also individuals: brands
have to create a relation with them as a person first, not as a
client
• The idea is to provide content for the benefit of the consumer, rather than just selling something
• The new way:
– Engage people
– Make them invest time in brands
– Make them like, share, spread and connect
How Brands turn themselves into Media companies
• This trend is called Content Marketing
• Content marketing is not new, brands have been telling stories to attract and retain customers for hundreds of years
• The difference is that today there are no more barriers for brands to become publishers
• Content Acceptance
Brands don’t have to be the Wall Street Journal to have their customers accept and engage in their content
• Talent
Today, writers and creators are ready to help brands produce great content. They are less ashamed of working for non-media brands
• Technology
Anyone can publish content on the web today for almost no investment
Source : Joe Pulizzi / Content Marketing Institute
Telling a story: Advertainment
Combination form of Advertising and Entertainment
• Prada / A Therapy
http://www.youtube.com/watch?feature=player_embedded&v=-gl-kaGumng#!
• Volkswagen / The Force
http://www.youtube.com/watch?v=R55e-uHQna0
• Philips Carrousel
http://www.youtube.com/watch?v=lQ3D4CqHbJM
• Cartier / L’odyssée
http://www.youtube.com/user/Cartier?v=yaBNjTtCxd4
Offering an experience
‘Now, we communicate less through image, more through reality.For a long time, thanks to Nike, we dreamt about jumping as high as Michael Jordan.Today, with Nike + Sports Kit, the idea is to enable ordinary people to perform feats in real life by measuring the distance of their walk or run.’
Dominique Delport,CEO Havas Media
Gatorade – Replayhttp://www.replaytheseries.com/
http://www.youtube.com/watch?v=fMI3kti0nrY
• Season 1: To replay a football match 15 years after, with the same players and the same audience
• Season 2: Hockey / Season 3 : Basket Ball
• Internet users have taken over with the Replay League
Walkers / Sandwich
Remind people that Walkers crisps make any sandwich more exciting
https://www.youtube.com/watch?v=mru-aHqMgZ0
Brands encourage musicians
• Converse / «Rubber Tracks»
Recording studio created in Brooklyn, where local bands can record their songs for free
• Levi’s / The Craft of Music
Music contest
Brands create radio stations
Advergaming
• A combination form of Advertising and Game
• For brands, another way to entertain people by creating immersive universes
• But beware of creating a real entertainment!
Gamers are more and more demanding, Advergames have to be more and more sophisticated
A bad gameplay can be disappointing and counter-productive
Advergames
• Magnum: Pleasure Hunt
http://pleasurehunt.mymagnum.com/?lc=fr_fr
http://www.youtube.com/watch?v=8w34GO2JaFM
http://pleasurehunt2.mymagnum.com/
• Coca Cola Zero Gaming Zone
• Oasis for iPhone: La Chuuuuute !
• Chupa Chups for Facebook: Chupa Chucker
https://www.youtube.com/watch?v=YAVVlX1yE-c
14 million live sessions played / 4 million users / 500,000 videos viewed...
Brands create their own webseries
• IKEA: Easy to Assemble
Trailer Saison 2 : http://www.youtube.com/watch?v=9g91iImULkY
• SONY : A Geek’s Guide To Get Girls
http://www.youtube.com/watch?v=Y71a3wVYClg
• BNP PARIBAS : Mes Colocs
• BOUYGUES : Les Dumas
Brands launch Web TVs
Web television channels allow brands to:
• Engage people outside and inside the company
• Share and spread messages
• Evolve
– Take new user behavior into account
– Accompany change and innovation
• Organize the audiovisual heritage of the company
• Develop performance indicators
Renault TV
• March 2009: Launch of renault.tv on the web
– 50 million Unique Visitors per year
– Average visit time 15 minutes
• January 2010: Launch of Renault TV channel
– Available on CanalSat, Free and Alice for France, Sky for
the UK
