Fat Content Marketing Is In For This Year

Fat Content Marketing Is In For This Year
SHARE
THIS



In 2015, content remains king, says branding specialist and executive director of the Australasian Catalogue Association Kellie Northwood. Consumers are more sophisticated and are demanding more than they ever have. They expect detailed content-rich information not snippets, so they can truly engage and align with your brand.

Retailers are already moving towards brandzines and magalogues – Seasonal stylebooks, product guides and celebrity ambassadors filling catalogues with information and page-turning content. Content marketing can also be a great leveller for small business, but it needs to be quality, not just social.

Strengthening this is online brands becoming print publishers to grow their offline presence. Airbnb has recently brought out a glossy new print publication called Pineapple. Their inaugural issue is $12, 128 pages, ad-free, and designed to spark coffee-table conversation.The physical presence is effective at proving a company as more than a website or an app, but as a lifestyle.

Reality takes front position

Whilst millennials aren’t rejecting technology, they are de-teching. Moving to a place where they are ‘switching off’ technology and moving to a place where they control the technology as and when they want to access it.

Paper based media, including the catalogue, becomes a stand out marketing vehicle in a place where tech is no longer welcome. A catalogue isn’t intrusive, it doesn’t require anything from the consumer that is to be feared. Local branding and micro-brands are the trend prediction of 2015 and their marketing is local paper based communication, something the larger retailers will need to engage within.

Workable and seamless integration

Despite the ‘de-tech’, technology will still play a role assuming it delivers value. Apps, virtual technologies, micro-chips and more will become more common using catalogues, leaflets and brochures as the launch pad. However, as opposed to previous applications of these technologies within paper, these technologies will expand on the user-experience and be seamless. The days of expecting the consumer to take several steps to review the same information already supplied is gone.

 

Please login with linkedin to comment

Arty Labs Condom the impossible institute Wicked Musical

Latest News

WPP Q3 Revenues Fall 7.6% YOY
  • Advertising
  • Marketing
  • Media

WPP Q3 Revenues Fall 7.6% YOY

Work at WPP? Down to the last notch on your belt? Well, expect a little more tightening judging by these numbers.

by B&T Magazine

B&T Magazine
Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R
  • Media

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R

Inner Health has revolutionised its famous blue bugs as part of a new brand platform launching this week.  Developed by VMLY&R, the new platform ‘Listen to your Gut’ re-introduces the bugs in a whole new environment.  VMLY&R Client Service Director Jo Millington said the new platform aimed to reposition Inner Health as an overall health […]

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen
  • Media

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen

Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]