Source: Buddy Media
Quick question – what’s the difference between advertising and content marketing?
According to Wikipedia:
At all of the events I attended during Social Media Week, there seemed to be a growing divide between those on team advertising and those on team content. It’s an important discussion, and one that should be had by any organization that wants to remain relevant to today’s Internet users. The ‘average’ web user in 2012 is technologically savvy, resourceful and unwilling to like or follow something for the sake of winning a contest. Their loyalty is conditional – they want to be engaged and included in discussions about the things that matter to them.
From the advertiser’s perspective, this new breed of Internet users calls for an emphasis on social design. Social experiences will be put first and foremost in campaigns, with complete digital integration being a must. After all, in order to succeed, marketers need to be where their target consumer is, and that person is online.
For content creators, instead, this is a call for more authenticity. Quality content is the stuff that talks with consumers and not just at them; it’s the stuff that doesn’t have to go viral to be considered successful because it will continue to resonate with its audience more than any cat video ever will. For companies serious about putting fans first, the focus should be on generating interest-centred content that will spur user engagement and build credibility (à la Red Bull – they recently made Fast Company’s 50 Most Innovative Companies list) as opposed to advertiser’s brand-centred content.
The Chinese luxury market is growing at an annual rate of 23%, meaning that by 2020 it will account for 44% of luxury goods sold internationally. For luxury brands, now is the time to raise consumer awareness and differentiate from the competition in order to succeed in this booming, luxury-saturated market.
Raising brand awareness in a market as competitive as China’s can be extremely difficult, especially for those brands with a large distribution network in place. With the prevalence of social media use in China however, digital channels provide an excellent platform for brands to reconnect with clients and increase consumer engagement and brand loyalty.
To standout in the Chinese luxury market, an online presence alone is insufficient. A content strategy developed around the brand’s target consumer group is essential. When content resonates with users, they are much more likely to share it, creating an echo-effect of branded content across the web.
Pernod Ricard China successfully sparked an online discussion around the idea of a new elegance movement in China to promote their premium cognac brand, Martell Noblige. As part of the campaign, Nurun Shanghai positioned DangDaiMingShe as an online portal where Chinese luxury enthusiasts are free to follow and participate in the conversation.
Within three months, the community’s 3.4 million users had started 50,000 conversations, demonstrating that Martell’s elegance-inspired content strategy resonated with many Chinese consumers. Today, the site has more than doubled in popularity, with over 10 million visitors participating in 150,000 conversations.
The DangDaiMingShe website has won two awards from Chinese media and advertising groups, further validating the role content strategy plays in generating digital engagement.