Media agencies have been moving aggressively into building branded content offers. The lastest: WPP’s Mindshare announced a reorganization last week, including the creation of a unit focused on making content.
Integrating content and marketing messages certainly allows advertisers to sneak under the radar screen of ad-fleeing consumers; and reinforces the value exchange of entertainment for attention.
But in the rush to create new advertising occasions, the most important piece is missing: what about the consumer?
Here’s what I mean: media is becoming more addressable, more interactive, more measurable. An agency’s challenge in the near future will be moving consumers through their individual marketing funnels. Yes, reinventing the front end – how to connect with consumers – is important. But even more critical today is inventing the back end – knowing who to connect with and how.
Content is just an excuse to interact and build a relationship with consumers. If the content is not connected with deep consumer intelligence and individualized data, media agencies are missing half the opportunity.