Already the second century, advertising is an inevitable way to make a brand promotion by increasing its market share and selling its products. It was a great time when for decades, advertising agencies experienced exponential growth that seemed endless.
Advertising has no limit. She was everywhere, she invented super panels along the highway, she had the idea of placing food during a television series, she was invited during a television screening, she sponsored the movement and the weather, she accompanied people on the subway, she set screens for them, she placed in a taxi, she multiplied tabs in magazines, and even in the newspapers on which they laid eggs.
And then the Internet appeared.
Our century has seen radical changes in the way goods are consumed. Consumers who are better equipped, more curious and active, are looking for something specific and truthful. Nowadays, everyone is accustomed to multiplying broadcasting channels and an abundance of content, people not only want to be informed and knowledgeable, they also require to be entertained and entertained.
Brands can benefit from this content search. They have the opportunity to become a direct source of information or entertainment without resorting to the media.
Creating marketing content also fits into the long term and depth. Although traditional advertising messages will take less and less time, this buzz is becoming more ephemeral, and campaigns should change their concept to more and more often create a long-term offer, which is its durability. Appropriate, useful, clear and timeless content is part of the spirit of your brand.
Times are changing, consumers are changing, marketing changes are inevitable. At the end of the century, advertising was at the peak of its fame, fashion magazines talked about it, invited creative directors to television and, in some cities, even organized a public evening where people paid to watch hours of commercials.
Traditional advertising is intrusive. This interrupts the consumer during his activity. She interrupts her favorite show at the most important moment, she breaks the mood during the film and she can stop the sports broadcasts in full swing. All of these ads are intrusive. They enter the audience space without demanding or even accepting their opinion. In short, even when it’s good, traditional advertising is troubling.
In our century, the consumer no longer wants to be imposed on him too much. This is good, he now has the opportunity to choose what he wants or does not want to see. In the era of social networks and instantaneity, the heyday of obsessive advertising seems to have passed earlier and become a thing of the past.
Lack of trust.
Just ten years ago, consumers were passive. They watched TV and commercials. Today they are active, they are informed, they think critically, they compare. They must have the tools provided that allow them to verify the smallest statement and their social networks are large enough to attract information that sets a distribution record. They decided to find out for themselves and go directly to their circles of friends, search engines such as Google or those that we have.
Traditional advertising is becoming more invasive and less and less convincing. Creative concepts are still tempting, but the lack of arguments does not allow them to constantly persuade the audience to move from attractiveness to purchase.
What is content marketing?
Content marketing or brand content. That’s all the buzzwords that invent the old concept, like brand communication: the dissemination of relevant information and interesting content to promote the brand. In total, companies just did not create, published and distributed descriptive content and information about their products or services in the interests of their prospects and new customers, such as: sales documents, catalogs, fact sheets, posters, labels, customer reviews, presentations, etc.
Today, content is updated, expanded, becomes richer, finds new broadcast platforms and takes on new forms, it acquires autonomy and wins its letters of nobility. Content marketing has become an independent discipline devoted to planning, creating and producing relevant, useful, informative, entertaining or entertaining content.
This content is aimed at subtly influencing the perception, opinions and, ultimately, the behavior of civil consumers and decision-makers – most often sell them a product and service, but sometimes form a brand image, influence their behavior or direct their voting.