Marketing and Media Convergence

In the constant aim to appeal to customers and audiences, brands are becoming media, and media are behaving as marketers. This is known as “content marketing.”

Magnetic Content Studios defines it as this:

“The process of creating and advertising information or creative materials that are timely, relevant, and valuable and that fulfill a clearly defined audience’s need, in support of an organization’s overall strategic marketing objectives.”

– David Germano, Magnetic Content Studios

Convergence is necessary because media consumption is shifting in terms of where people are getting their news and entertainment. We now have smartphones and tablets that are doing what once only newspapers, computers, and televisions could do. Audiences are also asserting more control over distribution of content with DVRs allowing them to choose what to watch and when and barriers for the average joe are falling in term of who can publish what online – practically anyone!

On the marketers as media side, P&G is an example of content marketing success. Check out their P&G Thank You Mom campaign that ran through the 2012 Olympics. It’s the biggest campaign in P&G’s nearly 175-year history.

Marc Pritchard, P&G Global Marketing and Brand Building Officer, said, “At P&G we know that getting to the Olympic Games begins at childhood and that on each of these athletes’ journeys to London 2012, there was one person cheering for them louder than anyone…their moms. P&G is in the business of helping moms, not just moms of Olympians, all moms, all around the world. So we’re using our voice at the Olympic Games to thank moms everywhere.”

P&G is marketing their products indirectly be aiming at their target audience, MOMS, and simply thanking them. In this way, companies are strategically selling their products by first selling their company.

Similarly, Degree deodorant created a website, The Adrenalist, targeting adventure-seeking men not directly to market their product, but appeal to their interests.

This means that companies are reaching our to customers in more strategic ways than ever before. Content is evolving, and therefore blending the roles of journalism and marketing in creating and sharing content.


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