Post by account_disabled on Dec 24, 2023 9:49:51 GMT
Facebook, YouTube, virality, buzz… so many terms that we have heard every day for several years and which are put forward by advertisers to try to show a certain modernity or an adaptation to digital challenges. The same terms are used by many agencies to make advertisers dream and get the budgets that go with this part of dreams. Unfortunately, it didn't work and it doesn't work. It's not me who says it, but a former Harvard professor, specialist in brands in the HBR French edition of September 2016: “ despite all this noise, the efforts made have not really borne fruit ”.
Branded content”, placed at the heart of the digital strategy with the help of social networks Email Data which should allow brands to bypass traditional media to be in direct contact with the customer; story telling to create a relationship in real time… all of this brought together in platforms for consumer communities have swallowed up billions of dollars without really succeeding in really arousing the interest of consumers online. Which does not prevent certain players from living comfortably by still offering this type of offer. In his article, Douglas Holt specifies that these platforms are only a transposition of mass media onto the web.
Content is king? Rather, it is the consumer who is king The problem is that between digital and the Internet, the public can avoid advertising. I have been saying it since my first courses in 2011: the consumer has new powers; he can decide the time, the medium, the place, the content. He can completely avoid TV advertising. Plus, he has a voice and he can react. It is therefore difficult for brands to seek to entertain while being in direct competition with real entertainment. The main objective of branded content on the Internet was to succeed in conquering a very large audience. But it is the public itself which has become a competitor, particularly with social networks.
Branded content”, placed at the heart of the digital strategy with the help of social networks Email Data which should allow brands to bypass traditional media to be in direct contact with the customer; story telling to create a relationship in real time… all of this brought together in platforms for consumer communities have swallowed up billions of dollars without really succeeding in really arousing the interest of consumers online. Which does not prevent certain players from living comfortably by still offering this type of offer. In his article, Douglas Holt specifies that these platforms are only a transposition of mass media onto the web.
Content is king? Rather, it is the consumer who is king The problem is that between digital and the Internet, the public can avoid advertising. I have been saying it since my first courses in 2011: the consumer has new powers; he can decide the time, the medium, the place, the content. He can completely avoid TV advertising. Plus, he has a voice and he can react. It is therefore difficult for brands to seek to entertain while being in direct competition with real entertainment. The main objective of branded content on the Internet was to succeed in conquering a very large audience. But it is the public itself which has become a competitor, particularly with social networks.