Marketing Director Teall Barnes discusses how branded content across differing channels is changing traditional production companies.
Digital technology has changed the state of play. Although this does not mean the television commercial is redundant. Instead it actually means it is more important then ever before. With more platforms to view content – it is increasingly important to get your brands commercial message right.
Digital technology has changed the state of play. Although this does not mean the television commercial is redundant. Instead it actually means it is more important then ever before. With more platforms to view content – it is increasingly important to get your brands commercial message right.
As Australian production companies scramble to produce more stories across more screens unfortunately not enough planning and collaboration is implemented.
We have clients come to us wanting viral campaigns. What people forget is just because a campaign is syndicated online does not make it viral. It has to be a good idea, integrate humor or intrigue and ideally offer interaction for it to be propelled into the viral realm.
Audiences today are clever – they see through branding jargon and expect intimate and targeted messages. Niche communities are popping up all over the web. It is the duty of good media planners and strategists to locate these audiences, research their needs and deliver relevant messages. Then it is the production company’s duty to develop and exploit these avenues for engagement to maximize brand representation and produce impactful messages with relevance to the clients needs.
The main issue facing the industry today is effective planning. With new and exciting channels for communication opening up everyday – the role of the planner has never been more crucial. The importance of reaching fragmented audiences in niche areas is crucial to the longevity and success of any marketing campaign. Also brands must remember that they do not have to be everywhere in order to achieve ROI. Not every product or service requires a microsite, iphone ap, twitter feed and TVC. The choices are vast but this doesn’t mean your commercial message should be diluted. Certain channels suit certain brands. Only the brands that maintain good planning and brand integrity will succeed.
Marketing Director - Teall Barnes
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