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Brand Journalism

Agnes Chae
2016년 11월 21일
2분 분량

Marketing? Public Relations? Advertising?

We are easily confused about separating those 3 areas.

Nowadays, the concept of marketing and its sphere of activities are becoming broader and ambiguous. Therefore, new terms are created such as 'MPR(Marketing Public Relations)'. It implies that marketing has in common with PR in terms of improving brand awareness and credibility. In this context, another trend called 'Brand Journalism' is being highlighted.

Brand Journalism = Brand storytelling + Journalism

One of the examples of Brand Journalism can be a "Native Ad". Native Advertising is a type of disguised advertising that matches the form and function of the platform upon which it appears. In many cases, it manifests as either an article or video. I think it is an expansion of contents marketing.

More and more businesses are starting to make their own brand channels or media in order to communicate with consumers more directly and make them experience the core philosophy of the brand consistently.

"Hyundai Card" is a good example. It has its own channel called 'Channel Hyundai Card' and keeps appealing their brand philosophy there through various kinds of contents. All of those contents have consistent messages which Hyundai card is not just a card company but a cultural brand. It tries to make people who visit their channel enjoy and inspire them.

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When I worked for Airbnb, I also designed and launched 7 Native ads with 5 main contents platform. We never emphasized our brand or messages directly to consumers but just quoted Airbnb real users' social network contents on these ads to make viewers meet our brand naturally and unconsciously without recognizing they were reading an advertising. We also made advertising in article format and it was really effective way to boost brand awareness and preference.

Here is some data to support this. According to Neilson, recommendation from friend and consumer opinions posted online are trustful forms. You can also see 'Editorial contents such as newspaper articles' in third place.

Even, Korea is the highest country which trust other consumers' opinions posted online.

Nowadays, we, smart consumers, are getting tired of advertising and become able to see if it is trustful or not. They never accept advertising as it is. Therefore, we, marketers, need to let consumers trust our brand or product. I believe that UGC(User generated contents) and informative format are becoming key materials of brand marketing in order to make people familiar with our brand and trust it.

In other page, I am going to share some examples of Native ads, UGC, and informative ads which I was working on.

Please feel free to share your ideas about this matter in the comments section! Thanks :)