Digital Branding
Paid Owned Earned Media Paid Owned Earned Media (P.O.E.M) is a framework that marketers use which incorporates a blended approach of traditional marketing, digital media and engagement as a more holistic marketing strategy.
Owned media Owned media assets provide organisations with an important opportunity for the distribution of brand content. An organisation has control over digital assets, such as the corporate website, blogs, communities and email newsletters. In addition; social media channels like Facebook, Twitter, YouTube and Instagram are also considered owned media assets, because they are partially controlled by the organization itself.
Creating valuable content The engagement approach to communication relies on the creation of value. Content should be rich and compelling, but also deliver something of value in order to engage. Brands can create and distribute their own content by leveraging their history, heritage, personality and knowledge. They can also think creatively about the content that is going to be useful to their audience.
Σενάριο
Σενάριο 2
Branded content distribution: Red Bull Τhe mission was distributed through 280 digital partners, with 52 million views. This was just the beginning, with the jump integrated into an advertising campaign, and released as a documentary. https://youtu.be/ocu5duvp7ji?t=4 και https://www.youtube.com/watch?v=vvbn-cwe0a0 "Personal interactions, athlete sponsorship, event participation and word-of-mouth has always been a part of our DNA." he said. "Social media in recent years is a natural evolution of our strategy and has amplified engagement." Τhe event was carried on nearly 80 TV stations in 50 countries. Red Bull Media House, the brand's global media company, even earned a Sports Emmy for "Outstanding New Approaches - Sports Event Coverage" that year. In the six months immediately following Stratos, sales rose 7% to $1.6 billion in the U.S.
Kapost Top 50 Content Marketers list Top content marketers
Engagement του Χρήστη Παράδειγμα επιτυχημένης καμπάνιας στο Twitter: Η διαφήμιση της «Lincoln» ξεκίνησε ως Twitter campaign με τη βοήθεια του παρουσιαστή Jimmy Fallon και ζητούσε από τους χρήστες να απαντήσουν χρησιμοποιώντας το hashtag #SteerTheScript στην ερώτηση: "What's the craziest thing that ever happened to you on a road trip? Τα καλύτερα 5 που επιλέχθηκαν μέσα από χιλιάδες έγιναν το σενάριο της διαφήμισης. Περισσότερα: Lincoln website.
Ενδυνάμωση του Χρήστη Ο χρήστης έχει πλέον τον έλεγχο, η τεχνολογία μείωσε τη δύναμη των παραδοσιακών μέσων και δημιούργησε περισσότερους και πιο περίπλοκους τρόπους με τους οποίους μεταφέρονται τα μηνύματα. Ένα παράδειγμα της δύναμης των χρηστών είναι το change.org με περισσότερους από 50 εκατ. χρήστες σε 196 χώρες.
Content marketing Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience - with the objective of driving profitable customer action (Content Marketing Institute 2014).
Digital engagement Engagement occurs when internet users connect or collaborate with brands, companies or each other. Customer engagement is a customer's willingness to invest his or her own time with a company. The secret to brand advocates: https://youtu.be/bwwdur7rkew
REFERENCES AND READINGS Greene, Nicholas. "Ten ways new media has changed the face of marketing" Social Media Strategies Summit Blog March 29, 2013. http://socialmediastrategiessummit.com/blog/ten-ways-new-media-has-changed-the-face-of-marketing/ Mediacom.dk,. 2015. Rise of the Empowered Consumer:How to reach audiences in 2012 Accessed September 15 2015 http://www.mediacom.dk/media/2088012/mediacom_the_insider _the_empowered_consumer_whitepaper.pdf. Content Marketing Institute,. 2015. 'Put More Creativity In Your Content Creation: Automate'. Accessed September 17 2015. http://contentmarketinginstitute.com/2015/06/creativityautomation-ann-rockley/ Wordstream.com,. 2015. '11 Big Content Marketing Challenges (And How To Overcome Them) Wordstream'. Accessed September 15 2015. http://www.wordstream.com/blog/ws/2015/03/16/contentmarketing-challenges.