There have never been so many ways for marketers to reach audiences, but this plethora of options means that finding the ones that fit has become a craft unto itself.
Brands can now reach audiences through podcasts, video games, TV, movies, viral videos direct mail and more, building content that lives on multiple platforms or hone in on the one that best suits their message and audience.
During Marketing’s inaugural Marketing Live conference in Toronto on Thursday, panelists representing six different media platforms gathered on stage to make their case, and explain how to best utilize the medium they operate in.
Digital Media
The key to succeeding in the digital media space is having a clearly defined way of articulating a message that resonates with an audience, explained Nicholas Sabloff, the executive editor of international at The Huffington Post, whose 15 international editions reach an audience of 180 unique visitors a month.
“That’s what it comes down to; having that authentic voice, being comfortable being casual, being colloquial in our stories and having a viewpoint,” he said. “What sparks conversation is that people feel that they’re in discussion and they know where you’re coming from.”
Branded Podcasts
Though podcasts have been around for some time they have experienced significant growth in recent years, leading some innovative brands to develop engaging, original branded podcasts. The key to the success of these projects, according to Dan Misener—the host and producer of branded content podcasting platform Pacific Content—is to create podcasts that aren’t about the brand directly, but operate in the same space.
“Its about making sure that the thing that we create that lives in the audio space is really aligned with the brand’s voice, which can change over time, and is aligned with the existing content marketing objectives and the existing brand objectives,” he said.
Misener explained that such content exists at the top of the marketing funnel, and shouldn’t strive to sell products directly so much as it should to provide consumers with great content intertwined with a brand association.
Videogames
Videogames have come a long way since Pong and Pac Man, providing a robust storytelling platform that is both highly engaging and highly interactive. Telling compelling stories through in this medium is therefore equally dependant on both content and distribution.
“Stories are very important for us, but it’s not all,” said Lucile Bousquet, the senior director of marketing and communications for UbiSoft Canada. “You can make the best stories, but if you don’t have the relevant stories, it doesn’t work. You have to make sure you have the right segmentations, you have to understand your customers and your audience, and you have to make sure you have the best distribution.”
While much of the marketing industry’s focus is on new media technologies, at least one panelist believes the most intimate interactions between brands and consumers today is the one that’s been around the longest.
“There’s really not a brand that can’t use the power of physical as part of their mix to tell their stories. It’s a wonderful platform,” said Jennifer Campbell, the general manager of influencer marketing at Canada Post.
Campbell adds that direct mail remains among the only media that has the potential to reach every single Canadian, and that the act of physically holding a piece of a brand’s story often results in a greater emotional connection.
Television Integration
When it comes to integration with television shows and personalities, the key to strong marketing campaigns is strong partnerships, explained Barb McKergow, the vice president of client marketing for Corus Entertainment.
“One of things that is just crucial to any partnership is getting involved early and getting a full and thorough briefing,” she said. “The brand has to know what their objectives are, they have to be able to identify where they want to go in the story.”
Corus entertainment, which boasts a wide variety of popular Canadian channels, including the History Channel, Showcase and the Food Network, leverages their audience insights to tell great stories in partnership with major brands.
Online video
Like many storytelling mediums, the success of a documentary often depends on how well it connects with the audience.
“At the end of the day it comes down to emotion,” said Lee Harris, the executive producer and partner of Crucial Pictures. “There is just so much content out there, so much clutter, that you’ve got to engage your audience and keep them there until the very end.”
Whether it’s laughter, tears, goosebumps or a shiver down the spine, documentaries succeed when they incite an emotional response.
Marketing Live took place on Oct. 20 at the Sony Centre for the Performing Arts.
