Acercamiento al Branded Content como nueva estrategia de comunicación de Identidad de Marca

Abstract

Actualmente los consumidores están saturados, reciben excesivos impactos publicitarios diariamente, los cuales no son capaces de retener. La publicidad tradicional parece haberse quedado obsoleta, no es capaz de captar la atención del consumidor, incluso este siente cierta reticencia a que la publicidad interrumpa su privacidad. Debido al desarrollo de la era digital, el consumidor está más informado, es más proactivo y exige contenidos más interesantes. Así, se ha detectado un cambio de actitud entre marcas y anunciantes, que han adoptado estrategias pull, enfocadas a compartir con su target. La comunicación unidireccional ha dejado paso a la interactividad, como medio para aportar un valor adicional al consumidor y crear relaciones más duraderas con los mismos. En este contexto, el Branded Content se presenta como una alternativa a la publicidad tradicional, a través del cual los anunciantes pueden transmitir sus mensajes de forma no intrusiva. El Branded Content surge como una herramienta eficaz de comunicación de identidad de marca, cuyo objetivo es generar contenidos que la audiencia desee consumir voluntariamente. A través de la creación de contenidos relevantes se consigue reconciliar al consumidor con las marcas y generar conversación en torno a ellas.

Recent events have shown that consumers feel overwhelmed, if not directly alienated, by the excessive exposure advertising has in their daily lives, which they are unable to retain as they used to. Hence, traditional advertising has apparently become obsolete, insomuch as it fails to catch the attention of customers, who are increasingly showing signs of tiredness with regards to how publicity interferes with their privacy. As a result of the development of the digital era, the consumer is currently more informed, proactive and demanding, looking out for more interesting content. Thus, a change of attitude has been detected among brands and advertisers, who have adopted pull strategies, focused on sharing content with their target. Unidirectional communication has given way to interactivity, as a means to provide additional value to the consumer and create more lasting relationships with them. In this context, Branded Content appears to be an alternative to traditional advertising, one through which advertisers can transmit their messages in a non-intrusive way. Branded Content emerges as an effective brand identity communication tool, whose objective is to generate content that the audience wants to consume voluntarily. By achieving the creation of relevant content, it is ultimately possible to reconcile the consumer with the brands, and therefore generate the desired publicity around them.