What is the Growing Importance of Branded Content Management? The branded content management is making it harder for brands to reach consumers and for media associations themselves to capture and retain a loyal audience. At the same time, consumer trust in traditional advertising is low. Not to mention most of the advertising consumers will choose to ignore it, skip it or close the windows pop up or whatever, and their windows left for advertising is a second or so. Three most trusted sources of information for modern consumers today are recommendations from family and friends, reviews by experts, and the opinions of other consumers. The least trusted sources are TV ads, brand and company emails, company posts on social media, and website ads.
The main of growing importance is ‘trust’. Awareness of trust factor is critical. It’s not that consumers are forced to trust communications from brands. In fact, they want to believe them. But people are looking for substantive engagement that provides value to them and also sales pitches turn them off. An astounding 96 percent of consumers say they trust brands that provide useful information without trying to sell them something, the focus for marketer is to share features and benefits, how it works for others, but not hard selling or pushing. A similar percentage say they trust brands that use content to inform them or help them meet a need. Consumers in modern days prefer content searching on demand.
The digital economy in the modern world, given consumers much greater access to various sources of online information from the internet connected web browser, has also changed and raised their expectations of all sources, in the content expectation like their on-demand searching. In addition, these developments have changed how consumers navigate the purchasing pathway. As a result, branded content management need to think differently about how they engage consumers at each step:
- Awareness – Brands need to provide consumers with content that introduces the brand in an authentic and engaging way.
- Consideration – Brands must show what they care about and demonstrate how they deliver value.
- Choose and Buy – Brands must create a personalized experience that informs and supports the purchase decision.
- Use and Share Views – Companies need to develop platforms for consumers to share their views and engage with the brand and with other consumers.
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