Russell posted last week about a talk given by LinkedIn founder Reid Hoffman, in which he made a throwaway comment that the best advertising looks like content. As Russell noted, it’s an astute observation, and it’s one that many brands and marketers are heeding when it comes to mobile. Alongside their growing interest in mobile advertising, they’re increasingly building branded mobile applications and services (via MocoNews).
The key for the brands going down this route will be to create decent content and services that actually add some value — like the Knorr mobile cookbook I wrote about a while back. Simply being tied to a brand isn’t enough for these things to succeed, they’ve got to offer something interesting, useful or novel.
For sure, direct marketers have known this forever which is why they pushed to have magazine/newspaper articles appear the same way as the editorial - the small font “Special Advertising Section” was added to the header so as not toe confuse readers, but clearly it is always small enough to do just that.
Publicidad util…
[...]La idea de que el contenido se confunda con la publicidad, y no precisamente en el sentido negativo de tratar de engañar, sino todo lo contrario, en el sentido de aportar valor a los consumidores, se está abriendo camino en el mundo del marketin…