Post by account_disabled on Dec 26, 2023 3:28:48 GMT
Given the proliferation of platforms and digital channels, such as social networks, that exist today, people increasingly consume more content . This is why Branded Content has become the ideal strategy through which brands can connect with consumers. And to know all the potential that brand content has today within marketing and communication plans, MarketingDirecto.com and Casanova Agency organized yesterday the I love branded content event in which they brought together four of the main specialists in a round table in Branded Content in the country : Cristina Barbosa , president of the Branded Content Marketing Association and brand director of Vodafone, Eva López Ruiz , global brand and assets director of LaLiga, Telmo Pagalday , Global Creative Content Manager at Chivas Brothers, and José Casanova , CEO of Casanova Agency.
To begin, Casanova made a presentation in which he referred to the short lifespan of Branded Content; However, he pointed out that this format has grown during the quarantine, because with the Phone Number List pandemic, brands had to communicate in a more honest and not so commercial way. The expert also stated that brands are in a process of transformation and that they face big changes. A clear example of this is fast content , and social networks, which push brands to create content more quickly and directly. «To have a good Branded Content campaign you have to speak the language of content and speak the language of dissemination» And at a time when content is king, Casanova said, how to create content that differentiates itself in this environment? For the expert, it is essential to be clear about two questions: “ Speak the language of content : understand the capabilities of the formats and speak the language of dissemination.
The format we choose influences, and we have to learn how to combine the different disciplines,” says Casanova. From Casanova, in the words of its CEO, they want content to be the new advertising. At Casanova we are in love with Branded Content”, and called on creative agencies to bet on this strategy and become more visible. Next, it was the turn of Cristina Barbosa, who focused her presentation on the most important debate that revolves around Branded Content today and that lies in whether Branded Content generates business or not. To solve this mystery, Barbosa relied on the case of Vodafone, a brand with 94% awareness and which has five content platforms. “We are a very well-known brand, so what we have to do when communicating from the brand is to provide value. “We study audiences in which the role of technology is clear to make content that serves to attract their attention,” she says. One of the advantages of Branded Content that Barbosa wanted to highlight is the resistance it provides to copying actions.
To begin, Casanova made a presentation in which he referred to the short lifespan of Branded Content; However, he pointed out that this format has grown during the quarantine, because with the Phone Number List pandemic, brands had to communicate in a more honest and not so commercial way. The expert also stated that brands are in a process of transformation and that they face big changes. A clear example of this is fast content , and social networks, which push brands to create content more quickly and directly. «To have a good Branded Content campaign you have to speak the language of content and speak the language of dissemination» And at a time when content is king, Casanova said, how to create content that differentiates itself in this environment? For the expert, it is essential to be clear about two questions: “ Speak the language of content : understand the capabilities of the formats and speak the language of dissemination.
The format we choose influences, and we have to learn how to combine the different disciplines,” says Casanova. From Casanova, in the words of its CEO, they want content to be the new advertising. At Casanova we are in love with Branded Content”, and called on creative agencies to bet on this strategy and become more visible. Next, it was the turn of Cristina Barbosa, who focused her presentation on the most important debate that revolves around Branded Content today and that lies in whether Branded Content generates business or not. To solve this mystery, Barbosa relied on the case of Vodafone, a brand with 94% awareness and which has five content platforms. “We are a very well-known brand, so what we have to do when communicating from the brand is to provide value. “We study audiences in which the role of technology is clear to make content that serves to attract their attention,” she says. One of the advantages of Branded Content that Barbosa wanted to highlight is the resistance it provides to copying actions.