With the evolution of technologies, the use of advertising by companies has been increasing, we can cite examples such as advertising through the internet and social networks, which are currently the boom in advertising.
One of the advertising strategies that is used to create a loyalty relationship between companies and the consumer is Branded Content, this tool emerged more than 100 years ago, however with the accelerated change that technologies have had, it has also gone Changing.
Currently we find Branded Content in videos, texts, mobile applications, public events, etc., this tool allows companies to promote their brand in a way that is not so much direct as normal advertising, rather what they show in the first place is content that It can be informative, educational or entertaining.
In the following work the topic of Branded Content is presented, how this tool came about, the concept or definition, the objectives, also the types that exist, as well as the formats in which they are presented and finally some benefits that the use provides of this tool.
BRANDED CONTENT
Background of
Some time ago, in the year 1900, to be exact, there was one of the first Branded Content cases prepared by a person named André Michelin. This subject came up with the idea of creating a guide with all kinds of advice that They would be very useful to all users who are stranded or lying in the middle of nowhere waiting for a tire change. From this idea, the Michelin guide emerged, this is a kind of after-sales service that offered to help drivers by providing them with a complete list of mechanics, city maps and doctors in case they need help with any breakdown of their tires.
For the drivers, all these references provided by the Michelin guide were extraordinary and very helpful, since they felt supported by the company that sold them the tires in case a breakdown occurred and were stranded in the middle of a road they did not know.
Another very famous case of Branded Content is that of the caricature of an extremely popular character named Popeye. This character was born in 1929 as a comic strip for a newspaper. Those who decided or implemented this character were the producers of spinach in the United States, they wanted to create a character that was healthy thanks to the benefits that spinach provided, also obviously with the aim of increasing the consumption of this vegetable among children and by thus increase your sales.
Popeye cartoon
The success of the campaign was such that as the popularity of the Popeye cartoon grew, both the consumption and sale of spinach rose to levels never seen before. Currently in the United States there are monuments in honor of Popeye.
Branded Content concept
Branded Content, its translation in Spanish is Brand Content, this strategy is to create content linked or related to a particular brand, through these it allows connecting the consumer with the brand that Branded Content generates.
The IAB “Branded Content Commission”Spain defines Branded Content as “relevant, entertaining or interesting content, of an non-advertising aspect, generated by a brand to create an audience and connect with it. The content implicitly communicates the values associated with the brand, although it goes into the background ”.
Branded Content Goals
The objectives pursued by Branded Content differ according to the brand that produces them, but three objectives that all companies that use this Marketing strategy have in common are mentioned below.
- The construction and transmission of image and brand values. Profit from a new product. Increase in sales in the medium and long term.
Branded Content Types
There are three types of Branden Content:
Informative
This type of Branded Content is used when you want to refer to something that fulfills the main function of reporting on a topic, a news, etc., to the user of the content. For example, the company IPhone cell phones make informative content to show users how to best use their cell phone.
Apple iphone
Didactic
It is content that is used when it helps or is intended for teaching the user about a topic. For example, the Financial Education courses offered by Banco Bancomer.
Didactic advertising Banco Bancomer
Entertainment
This content whose main objective is the entertainment of users or clients. For example, the Formula 1 racing team that Red Bull has.
Red Bull Advertising
Branded Content formats
The types of format used for the elaboration of Branded Content are:
- TextsVideosGraphicsApplications for cell phones or tablets.Games
Branded Content Benefits
According to the IAB, some of the benefits of Branded Content are the following:
- Expands creative and communication possibilities of the brand. Inform and educate consumers. Create loyalty and loyalty to the brand. Get more attention and involvement from the audience. Increase the memory of the brand. Expand dissemination in earned media. ü Capture potential users.
conclusion
Branded Content or brand content is a tool that has been implemented by companies for more than 100 years, although it is currently booming, as all companies realized that it was a very feasible way to position their brand and create links with customers, that is, lasting relationships of loyalty with customers.
Many times users make use of content from different brands without realizing at first instance that a company's brand is present, since although companies are the ones that generate this content, the main objective is not that the brand of these appear as the main component, but what they are looking for is to generate content that informs, teaches or entertains the user.
To mention one of the companies that makes the most uses of Branded Content is Red Bull, since it sponsors any extreme sports event, it also has a car team in the prestigious Formula 1, it also has a Football team with its name in the Major league. League Soccer of the United States and one of the events that most surprised the world in which this company was present was Red Bull Stratos, which was a mission on the edge of space carried out by a group of scientists, the brand of energy drinks Red Bull, retired USAF colonel Joseph Kittinger and Austrian paratrooper Felix Baumgartner.
Bibliography
- Background: Available at: http://www.soymimarca.com/branded-content-una-novedad-conmas-de-100-anos-de-historia-por-scristinadiez/Concept: Available at: https: // www. 40defiebre.com/que-es/branded-content/Objetivos: Available at: http://conradoymas.com/branded-content/Types: Available at: http://conradoymas.com/branded-content/Formatos: Available at: http://conradoymas.com/branded-content/Beneficios: Available at:
Kevin Rubén Ramírez Fermín
University of the Isthmus / 06-22-2016
Interactive Advertising Bureau
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