Not long ago, @comm and groupm jointly held a pan-entertainment content marketing BBS, which is a producer of first-line variety shows and TV series, a representative of young people's aggregation platform such as station B, and a brand decision maker of various industries, to explore the future direction together with young people's marketing of pan-entertainment content, which is the most concerned by current brands.
Outside the venue, the IP effect of super content is still constantly amplifying the confidence and enthusiasm of brand participation in realizing the industrial chain. The popular "ode to joy 2", the show five beautiful love line on social media to create hot topics, but in the marketing people talk, said more or a brand implantation "ode". More than 50 brands have been implanted, covering all aspects of work and life, from daily FMCG products, digital products, cars to online shopping platforms.
With TV series, variety, games, live entertainment staged old and new PK, China's content entertainment industry is now a nearly 400 billion yuan plate. Content marketing is pushed to an unprecedented height, but also to open a content economy era.
Content is an interesting phenomenon, in the age of 14 years network ensemble "science says" and xu fancy mouth broadcast advertising was born, in addition to promote the development of the network's blowout, invisible to the faded entertainment environment "advertising" from the deconstruction: advertising is no longer always stand in the opposite of the user, with the attitude of a distraction. Only "fun" and advertising can be one of the forms of content users like.
This leads to two trends:
On the one hand, most of the brands began to find hot IP and IP on the road. In the fragmented media environment, as long as it is the focus of users' attention, brands will quickly smell the commercial potential.
On the other hand, brands are starting to move towards how to be more creative and incorporate content naturally, which may be more important than the size and frequency of brand appearances.
From brand implantation to brand integration, this is one of the main pain points facing brands in content marketing.
SocialBeta interviewed jin xia, founder and President of @comm, in BBS. She once proposed a point that might inspire brands:
With the change of communication structure, marketing brand and content need to strengthen the interaction in the original stage, and marketing should gradually enter the upper level of original content. In this way, content and brand can complement each other.
SocialBeta also asked in an interview for details about how brand marketing can go upstream in content creation.
Special guest: jin xia, founder and President of @comm
What is the upstream content that the brand can participate in?
Past the end of the brand into the content marketing is mostly due to a position, when the content has been hatched into super IP, brand can only through the way of implanted to participate, to blunt joint named or sponsorship, although now video website from technology can do it later in implanted film products, is a typical example iQIYI will be descendants of the sun introduced into China, the domestic version, the protagonist drink on the raw file without a native products, this is the late flash plant.
Technology has solved the needs of some brands, but also imperceptibly constrained the diversified interpretation of content marketing forms. Meanwhile, jin xia believes that from the perspective of brand strategy, late implantation is not the best solution. She suggests several forms in which brands can engage upstream in content today:
1.Develop content strategy according to brand tonality and enter the creation process of head content resources as early as possible;
2.The brand incubates IP resources with high-quality content partners;
3.According to the rising content resources, the brand participates in the joint promotion to expand the effect.
This is what jin xia summed up from her own development experience of @comm. From the initial public relations company to the development of integrated content marketing company
"In the context of pan-entertainment content marketing, whether the brand can comprehensively integrate with the content in terms of channel end and consumer experience, rather than a simple implantation, is a new test for the brand. @ has certain advantages in providing integration Solution." Jin Xia said.
"We will advise brands to enter into content creation as early as possible. If the script has not been decided yet and actors and writers have not been fully decided, brands can participate in it or become strategic partners of the content side. Especially for local brands with relatively short decision-making chain, early entry can even directly become investors."
According to jin xia, global mainstream film production companies will form long-term strategic partnership with samsung and other big brands. This is also a domestic content production in the next two or three years of a development trend.
Still have a point is, compare "borrow power" always borrow somebody else's light, jin xia thinks: the brand also wants to build oneself IP.
Every brand can make use of IP to produce content with strong correlation and high viscosity with consumers, and some brands even have the opportunity to become a big IP with distinct personality, a large number of fans and even super liquidity. In the future, maybe we will not only sell products, but also sell stories. No longer simply shape the brand, but shape IP. Of course, this is a new topic.
Value of integration: from "one content multiple channels" to "multiple channels multiple content"
As brand marketing moves upstream of original content, one challenge for advertising companies is:How to do content in the new marketing model。
To answer this question, first of all, what are the new marketing models?
The essence of marketing is always the communication between brands and consumers. What has changed is the media form that has been on the stage of history. In the past, in the advertising era dominated by the five major traditional media, brands conducted one-way brainwashing marketing to consumers by repeatedly exporting a set of contents. However, now, on the one hand, the form of media has gone beyond the traditional cognitive mode. Music, which used to be a lifestyle game, has also become a medium for brands to communicate with audiences. On the other hand, consumers can refuse to accept homogenized advertisements that they don't like.
Therefore, the communication between brands and consumers changes from "one content with multiple channels" to "multiple channels with multiple contents", which makes the ability of advertising companies in content integration also stand out.
At present, the mainstream content forms that the brand is keen to combine are still movies, TV series and variety shows, while the marketing value of games and music is more and more obvious with the growth of user volume. Jin xia also talked about her brand Suggestions for each content.
"To the box office for the keywords of the movie, I think the joint promotion of brands and film still has a lot of commercial space. Compared with the film, the brand of TV dramas and variety of controllability, brands need to be more early into the content creation process, looking for a brand into the appropriate opportunities. More suitable for variety than television brand late to participate in, the production cycle is short term rapid, alignment is higher, can be combined and brand is very deep."
Originally as a way of entertainment game and music, in recent years also become the brand in the eyes of the sweet .
Jin Xia is introduced: "there can play music: head of the top Chinese music such as its launch stars concert, have a high attention and charisma, brand can participate in joint promotion; to join such as thermal electricity run can let consumers have immersive experience activity, can enhance the impression of consumers to the brand; finally, the brand can also introduce some music products, to do some music IP.
Game in addition to the traditional prop implant, the integration of online marketing trends found obvious: "the recent Onmyoji and brand to a series of different industry cooperation to our very good inspiration, offline can even give an online backup. Games in the past was mainly done by users running water to make money, but also had a sinking cycle, and strong brand cooperation can also reverse promoting effect brings to the game." Jin xia said.
Integrating into Chinese culture, the opportunity of @comm lies in providing packaged integrated marketing services with high-quality IP content cooperation for brands. For its characteristics, jinxia can be summarized into two points:
1. Better understanding of the integration of content and brand: content providers who are skilled in content creation do not understand the communication needs of brands. Media platforms with large user mass and media companies that do media monitoring and evaluation for brands are longer than media mix.
The advantage of @comm is that its understanding of content is second only to that of the creative team, but it also knows more about the brand itself, including its brand tonality, target audience and marketing pain points. As for the integration of the two aspects, @comm, backed by the Chinese content tree, has its unique advantages.
2. Diversified exhibition planning ability: apart from the cooperation with IP content, marketing experts are better at how to enhance the interaction with consumers in social media, e-commerce platforms and offline channels by virtue of IP effect.
