Are brands becoming the media?

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Are brands becoming the media?

Manushree Maity Kolkata : An extraordinary young maverick Samrat Mukherjee, is the founder of Crow’s Nest that launched itself as a full-service digital agency and this is the first ad agency with grand success in the digital space in Kolkata, attended the MediaNext 2020 conclave, and was the fifth speaker on the second day of the

Manushree Maity

Kolkata : An extraordinary young maverick Samrat Mukherjee, is the founder of Crow’s Nest that launched itself as a full-service digital agency and this is the first ad agency with grand success in the digital space in Kolkata, attended the MediaNext 2020 conclave, and was the fifth speaker on the second day of the online webinar that focused on digital media advertising and brand communication. He shared his knowledge and thoughts through a great presentation on the topic of  “Are brands becoming the media?”.

#MediaNext 2020 is being organized by the Kolkata-based Adamas University in association with Sharda University, Birla Global University, DME, AIMEC, LokSamvadSansthan, exchange4media, ABP Education and IndiaReal. The mega conclave is being organized over a period of 10 days, 2020. Each day of the conclave focuses on one specialized domain of the Media and Entertainment (M&E) industry and the impact of the Covid-19 pandemic on that specific domain.

He talked about the brands and the consumers how a brand becomes a good or bad influencer. So the brand has an active way of reaching out through the various mediums to their consumers. Nowadays people are utilizing their times on diverse channels like Netflix, Amazon Prime, Hotstar, YouTube, and so on. These are the platforms where the channels are acting as a media for the brands who are trying to reach to their consumers.

There was a time when people followed print media and the brands promote their products over there but now the era of digital become so popular among the mass and the brands take advantage of it to reach their target audience. Different brands are influenced by the brand communication that is reaching by certain media. Mr. Mukherjee thinks, for any communication to reach out to the larger audience “it requires a platform, it requires media.”

Looking forward on media to consumers it belives that articles, photographs, videos, infographics, these are the ways that audiences keep seeing and consuming content for what brands they should try. Basically, these ads try to push the consumers to buy their products. From this perspective, Mr. Mukherjee said, “They reach out to us and convince us about the products and services that lead to business, so all this is happening because of the brand reaching out to us through these mediums.” Fundamental ultimatum is, brands want to convey about the product and consumer wants to lesson to the needs they want. So, the common area is about marketing.

The significant thing is content marketing. All they need is a strong and fascinating content. A brand placing content for consumers where the consumers are willing to give their time to connect with the product. Mr. Mukherjee has noted an informative part during the discussion, the brand has three types of content to create: Earned content, Paid content, Owned content. Earned content is unfamiliar to many people. Well, earned content, is a material that can be written about anything or the business that people haven’t paid for or created themself. Although this type of media is always published by a third party, there are ways marketers can position themselves for earned media opportunities.

Advertisements are being pushed primarily through the social channels. When people actively searching for something the brand has come across to the consumer through searching keywords or ads or the search results and they can identify the active requirement. Accordingly, they target their audience via Facebook, Instagram, or some other social mediums. Brands are becoming publishers when they place the brand as the leader in the category, make the brand as aspirational and humane, instead of transaction-focused, multiple content consumption will drive better recall. On the other hand contextual relation, database traffic and low cost can lead the business well. 

An era of the digital world, now and for upcoming future media is of great importance and this is the platform where brands becoming the media and reach out to larger masses and run the business effectively.

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