This is a presentation given at the Ipsos MORI 'Ask the audience: A 360 view on branded content' which took place in London.
Whilst branded content is not new, it is undoubtedly growing in profile, investment and importance. As competition for attention heightens, branded content offers exciting opportunity to cut through, build awareness, engage audiences and influence brand relationships, through integration and association with content that target audiences choose to consume. However, although huge progress has been made to better understand the impact and implications of branded content, it remains a subject of interest to many, but truly understood by few.
At the BCMA's launch of the Best of Branded Content Marketing (BOBCM) eBook we asked industry experts to give us their thoughts on the future direction of branded content over the next five years. It was a great event, well attended and our host at DigitasLBi were amazing.Read more >
In a research report conducted by DNN, 79% of respondents view branded, online communities are a "critical channel" for their marketing efforts. But how do community advocates gain the necessary budget and approval to launch an online community for their organization?
Online community expert Vanessa DiMauro will show you the way. Author of the recently published eBook "Roadmap to Build the Business Case for a Branded Online Community," Vanessa shares real-world case studies from leading organizations who launched online communities and how in-house community advocates built the business case.
Today, there's a race around who owns the customer relationship, and branded manufacturers are getting into the game. Many branded manufacturers have been aggressively pursuing the channel of selling directly to customers in addition to traditional partner channels. This shift represents not only a huge business strategy shift for manufacturers but also a significant shift in technology. Manufacturers must consider not just their B2B, but also their B2C eCommerce investments.
In this webinar, Forrester analyst Anjali Yakkundi, will discuss:
- Strategic investments as branded manufacturers become B2C
- B2C technology investments critical to B2C eCommerce
- The role of product data and content in the B2C commerce ecosystem
On the fence about building a branded online community? We have just what you need: data from branded online communities that demonstrate compelling ROI.
Using data-driven results from a September 2014 Demand Metric benchmark study, DNN and Demand Metric share top reasons to consider a branded online community. Jerry Rackley, Demand Metric's Chief Analyst (and author of the study) is joined by Dennis Shiao, DNN's Content Marketing Director.
Marketers overwhelmingly agree that branded, online communities are a critical channel for their marketing efforts, but how? And what's the Return On Investment (ROI)?
DNN collaborated with Demand Metric on a research study to find out. Watch the Customer Engagement Virtual Summit keynote presentation for key findings from the research, and get recommendations on how organizations can gain higher ROI from their branded, online communities.
BrightTALK™ will be sitting down with senior executives from leading financial firms and kasina to discuss kasina's new research on marketing at asset management and insurance companies. kasina's study identifies ways for today's marketing teams to move from being cost centers to demonstrating impact on profitability. In this discussion, we will focus on one of the aspects identified in the study: marketing's role in institutionalizing content marketing to deliver value.
- Delivering branded value to your audience
- Content marketing across web, email, social media, and mobile
- Institutionalizing content marketing in your firm
- Looking ahead: the future of marketing for asset managers and insurers
When it comes to customer success, the immortal words of Jerry Maguire ring true: “help me, help you.” Everybody wins when customers engage with sales prospects, answer one another’s questions, and amplify your brand at scale. Sound impossible? It’s not. Branded online support communities make it a reality – by providing your customers a place to extend the impact of your Marketing, Support and Sales efforts. Join DNN’s Mary Cauwels for case studies on organizations that successfully use customer support communities to increase satisfaction and retention, as well as drive upsell and new revenue.Read more >
Join Marketing Week and Toluna for a webinar dedicated to exploring and maximizing the value of branded communities, along with the latest, most innovative applications for community approaches.
We’ll dive into the customer experience and learn about what keeps community members engaged, and will hear case studies from leading brands within the education, media, and entertainment sectors.
Topics we'll cover:
- Branded Communities Through the Eyes of Community Members
- Digital Tracking Adds Depth to Communities (Learn More about the What Behind the Why)
- How Top Brands are Using Communities and Achieving Success
Our BOBCM website includes lots of case studies, interviews and comments from leading industry experts, please see www.bobcm.net
We are compiling a new report based on feedback we've had as part of the latest interview series with branded entertainment and content award jury presidents and Grand Prix winners.
We are asking industry experts to recommend an example of branded content that they think helps define what branded content is and how it is different from advertising. You can see some of the examples that have been submitted in our latest video.
The reel includes the following brands in order of appearance:-
1. British Airways India: Go further to get closer
2. Bombay Sapphire® Imagination Series
3. BMW Films: The Hire
4. CMO.com by Adobe
5. The LEGO® Movie
6. Chipotle The Scarecrow
7. Pepsi Max: Unbelievable #LiveForNow
8. Patagonia Worn Wear
9. Oreo Fanatic Snack Hack
10. Chipotle’s Farmed and Dangerous
11. Carequinhas Bald Cartoons
Thank you to all of the inspirational people and brands that made this possible. If you'd like to contribute to the report please contact firstname.lastname@example.org
For more great video examples of branded content please visit our YouTube channel www.youtube.com/brandedcontentma
This is the latest in our BCMA ‘Be Inspired Series’ video which showcases the best of branded content from around the globe. The campaigns featured in our showreel including the incredible Lego Movie.
The reel includes the following brands in order of appearance:-
1.The Lego Movie
2.Oreo ‘Lick Race’
3.Intermarche ‘Inglorious Fruits & Vegetables’
4.GRAACC Children’s Cancer Charity ‘Bald Cartoons’
5.Red Bull - Danny Macaskill ‘The Ridge’
6.Times of India/yatra.com ‘Passion Trails’
Thank you to all of the inspirational people and brands that made this possible.
For more great video examples of branded content please visit our YouTube channel
Simply has conducted the first qualitative research, Branded Content Online - What does the viewer see?, to unpick the complexities of what viewers think of branded video online and to outline a series of guidelines for creating engaging content.Read more >