In the very near future, brands will rely less on traditional media to produce or distribute their marketing messages. That's because–through strategic partnerships, mergers, acquisitions, and launches–brands will actually become part of the media themselves.
The four trends here demonstrate that this prediction is already very close to coming to fruition. My recommendation to brands: Seize this incredible, never-before-realized opportunity to make like the media and cultivate relationships directly with your audiences (and potential customers) through entertaining, relevant, and engaging content.
- Influencer-Marketing Acquisitions – Now, we're starting to see those same media heavyweights adding influencer-marketing capabilities. Innovative brands such as Disney are also following suit.
- Episodic Video Content – Forward-thinking brands are now entertaining, engaging, and building anticipation with episodic video content. Part commercials, part Web-series, these documentary and scripted shorts highlight the brand lifestyle while organically integrating product.
- Long-Form Branded Content – No more 140 character limits: We're seeing increased opportunities for long-form content on social-media and content platforms.
- Independent Editorial Marketing Platforms – I always love an engaging brand blog, and we are seeing more and more brands building off of the success of these blogs to create independent editorial marketing platforms.
Savvy marketers will continue to expand their editorial marketing efforts in 2016 and beyond, as the line between traditional and brand publishing blurs–and, eventually, phases out.
Curated from 4 Digital Marketing Trends You Can't Afford to Ignore [Inc]
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