July 7, 2020

"The brands have realized that this is not going to buy audiences"

Undoubtedly, the way in which they mark project their corporate image to users is a reflection of society's change. When everything was analog, television was constituted as the mass audience channel par excellence, in which only by the fact of appearing did you ensure that a certain product or service was seen by a multitude of people.

At the time of the Internet explosion, the digital ecosystem opened a huge range of instant communication channels that have radically revolutionized the way we interact, both ordinary citizens and businesses. This detonation has generated that the information circulates much faster and in a diversified way, something that has caused that the effectiveness of the advertising messages tend to be diluted among the millions of impacts that we receive.

“Before, advertising was very limited in very specific spaces and brands have realized that this is not about buying audiences, but about generating audiences. It's going to attract people, it's going to give people something, ”says Marc Ros, founder and CEO of AFTERSHARE. For this reason, brands and advertisers have had to look for new formats that are of interest to the user, that give them value and that serve to highlight some of their associated values.

This is how Branded Content or brand content is born. “Branded because it is a brand that tries to attract audiences towards it, and for that, what do they do? Contents That is, content is a tool to attract audiences, ”says Toni Segarra, founder of Alegre Roca.

Sonia Rico, director of Operational Marketing and Advertising at Banco Sabadell, says that the world of advertising has turned from product promotion to something much more experiential for the user. “The publicity what it did was to build a brand promise, it was offered to the consumer and then we expected that the promise was good when the customer experience was in line with the promise made to it. And here the difference is that the promise is a promise in itself. ”

However, no matter how much the formats and media have changed for brands to communicate, the meaning of the advertising campaigns remains the same: you have a target, an objective and some tools that will help you achieve that objective. "The fundamental thing is the same as always: knowing who I am, what strategy I have, where I am going and how I speak," Toni Segarra ditch.

It goes without saying that brand content has as many faces as goals the brand or advertiser has. Ros is clear about some of its associated benefits: “we have on the one hand the contents that are more focused on entertainment, on fun, that perhaps build more in the short term, and those contents that on the other hand have a social component, they have a component of benefit for each person, of more long-term usefulness, ”he says.

The financial and banking sector is one of the sectors that can contribute the greatest value to the public with its contents, since it is a sector that is usually confusing for a large part of the population. In addition, it is something that touches us completely because it is very difficult to live outside of it: mortgages, bank credits, amortizations, savings, pension plans, investment funds or applicable taxes. “Offer customers all this help and inspiration so that in the end they can make their financial decisions, help them make the best economic decisions they need based on the information and content we provide them. It's more a phase of inspiration and help towards them, ”says Sonia Rico.

Toni Segarra himself is convinced that the appearance of brand content is a much deeper revolution than we think. "I think this is part of a cultural transformation that includes all of us, all industry players."

. (tagsToTranslate) digital media

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