Branded content gives brands a personal touch
With this, KLM and TMG want to give people a special role and also give these brands a personal character. The payoff says enough: ‘we discover the most beautiful holidays together’. And to emphasize this, TMG launched this at the holiday fair in a playful way.
From the classic advertising model to the modern content model
In the presentation of KLM and TMG it quickly became clear that these brands are switching from the classic advertising model to the ‘modern list to data ‘ content model. KLM regularly returns to the website by means of branded content. Reiskrant Reporter is a new inspiration platform full of rich content. KLM includes this content as advertising material, with the approval of the user. Because what is more valuable than the opinion of other holidaymakers? In this way, KLM tries to approach the consumer with ‘personal’ advertisements. The results do not lie. In the first month, Reiskrant Reporter can already note the following results:
28,000 unique visitors on Reiskran Reporter.nl
100,000 page views
1,200 reports published on the website
A survey conducted by TMG itself shows that 84.2% of respondents believe that KLM is a good fit for Reiskrant Reporter.nl and KLM therefore seems to have taken a good step in increasing the brand experience among consumers.
The role of branded content
Branded content will play an even more important role in reaching critical mass and in drawing attention to ukraine business directory your brand. “It is particularly suitable for brands with a (reasonably) high name recognition and whose brand is loaded on image aspects,” says John Revieira of Sanoma Media.
Consumers expect to share valuable, entertaining and unique experiences, and the role of the marketer is to meet these incorporating technology for enhanced efficiency expectations. How do you think branded content will play a role for marketers?