The Future of Marketing

Marketing is going through a total disruption. Brands continue to spend tons of money into classic advertisings, and yet, these same brands know deep inside that it is not fully well spent.

People like you and me skip ads as soon as we can. We fastforward every ad on TV if we have the possibility to do so. Is TV the problem? No, because we do the same on social media. We get annoyed every time a YouTube clip is being interrupted by a car driving on a road in the mountains. We get annoyed when a brand interrupts us while we read a blogpost on a topic we like. So we can say that purely commercial ads interrupting people in their moment of free time are unlikeable and could hurt brands in their reputation.

Is there an alternative? YES!

According to me, brands should be a part of the entertainment people are looking for. By entertainment, I mean entertainment in the large sense : information, education, etc is also entertainment for me. As long as it is not commercial and interruptive.

To create a piece of entertaining content, you need to know what your brand is about and especially what your audience likes to read, to watch or to listen to. Then you can create an entertaining concept, a format, in which you can start to create tons of content. In written, video or in audio.

Entertain. Stop interrupting. And your brand will be moe successfull than ever. People will come to you spontaneously. Because they will love your brand for being empathetic about their needs in their free time.

Creating entertaining content for social media is only one of the pillars of my concept of Entertainment Marketing. To know more about this topic, check out this blogpost! 

Thanks for reading and see you all very soon!

Written by Laurent Lootens - Lapin Quotidien, owner and Founder of Lapin Quotidien and So-Phi.