How Brands Are Becoming the Media (and Why Your Brand Should Probably Do the Same) : MarketingProfs.
The hottest trend in brand marketing right now is the very thing that has fueled traditional advertising’s ongoing evolution: Brands are bypassing traditional media outlets in favor of creating their own private media platforms. That’s right, brands are becoming the media.
Savvy marketers have realized that for the same price they once paid for a glossy ad or 30-second TV spot, they can now own their fully branded publication, video series, or interactive online platform.
Moreover, they’re providing the same high-quality and engaging content found in those third-party publications and broadcast outlets, offering it to mainstream audiences for free and, in essence, competing with those very outlets that used to serve their advertising needs.