This Week in Mingled Marketing: Embracing Media as Marketers

Join Fathom’s Jeff Herrmann and Jon Pogact in this week’s episode of Mingled Marketing. They focus on the importance of embracing media and the current state of marketing as it relates to consumers, mobile video and more. Watch the video or read on to get our take on the issues and learn about real-world examples that you can apply to your marketing.

Video is in Constant Demand

Mobile video consumption has been consistently rising and is now 16 times its rate in 2011. Plus, more companies are producing videos while more platforms are available for video production, hosting, and distribution.

While video may seem like a daunting new type of content, Jeff and Jon’s advice to marketers is to go with the flow. Videos are the most visceral way to reach audiences, given that they serve up messages with sight, sound, motion, and emotion.

It’s common for people to immediately assume that content must take the form of the written word. While written content is important and has been the driving force behind the idea of media as marketing, production barriers have decreased for video production and there’s really no excuse anymore to not jump in.

The purpose of content production has changed, which is making video an attractive new medium. The point of blogging and content creation used to be focused on ranking on search engines for brand awareness. Now that the landscape is developing, human-to-human contact is more important than brand-to-human contact.

Do you market the people at a brand or the brand itself?

If the brand stands out on its own (e.g., is already well known, is catchy, is trusted, etc.) then it will be most effective to market the brand above the individual. On the other hand, if your brand is generic and hard to differentiate, market your people instead and leverage the potential for human-to-human contact in your marketing.

It’s also worthwhile to think about the differences between marketing products and marketing professional services. When marketing a product, it’s typically more important to emphasize the abilities of your product, as your audience will want to see that it solves a very specific need.

When marketing services, you have more room to emphasize the human connection aspect of marketing, as your audience is looking for proof of a level of expertise or customer service, which ultimately come from people.

Turner Broadcasting & Data Mining

Ted Turner has a long legacy of making polarizing moves in the media industry. Most recently, Turner Broadcasting has shifted more towards an audience-first approach and the idea of ‘less is more’ in terms of advertising. Accordingly, they are starting to pay more attention to engagement as an advertising and media company. Turner Broadcasting recently hired 12 data scientists for data mining purposes, which will allow them to focus on programming the right content for the right audiences across platforms.

Over time, Turner has evolved from media company to a marketing services company that is coalescing around audience experiences. Unfortunately, the marketing and advertising industry seems to be moving backward to a spray and pray approach with an emphasis on impressions. Following the lead of Turner Broadcasting will help you reach smaller audiences with a higher quality of impressions.

Prediction: the Majority of Brands Will Either Become Media Brands or Become Extinct

This prediction is one that has been commonly made by Content Marketing Institute pundits Robert Rose and Joe Pulizzi. Jon and Jeff discuss this prediction by looking at the most well-known media brand: Red Bull. Instead of pushing a product, Red Bull pushes experiences that happen to be related to their products.

People—including our hosts—often ask, Is this sustainable? Is Red Bull a unicorn because it’s able to build an audience, a platform, and a profit? Our answer is no — this is the way of the future. The opportunities for creating experiences are unlimited and starting to invest in ways to extend your reach and perpetuate your brand experience will pay off in the long run.

Ultimately, being a media brand is a function of consumer expectations. We expect seamless experiences and brands need to ask, how do I plug myself into the daily experiences of my audience seamlessly?

Top takeaways:

  • The barriers to entry in media creation, such as video, are extremely low
  • If you’re interested in producing video without a lot of budget/skills, you have two options
    • Utilizing low budget animation capabilities
    • Using a platform like Blab where production quality expectations are low

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