{"id":54467,"date":"2016-06-01T17:08:20","date_gmt":"2016-06-01T15:08:20","guid":{"rendered":"https:\/\/ipmark.com\/?p=54467"},"modified":"2016-06-01T17:08:20","modified_gmt":"2016-06-01T15:08:20","slug":"branducers-branded-content-claves","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=54467","title":{"rendered":"Las claves evolutivas del branded content"},"content":{"rendered":"<figure id=\"attachment_54470\" aria-describedby=\"caption-attachment-54470\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-54470 size-full\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/06\/The-Beauty-Inside-Intel-branded-content.jpg\" alt=\"Branducers-branded-content-the-beauty-inside\" width=\"690\" height=\"388\" \/><figcaption id=\"caption-attachment-54470\" class=\"wp-caption-text\">\u00abThe beauty inside\u00bb, de Intel\/Toshiba, un ejemplo de branded content sobre el que se habl\u00f3 en Branducers.<\/figcaption><\/figure>\n<p><strong>La cuarta edici\u00f3n de Branducers, organizada por la Asociaci\u00f3n de Branded Content Espa\u00f1ola (BCMA Spain), se ti\u00f1\u00f3 de car\u00e1cter internacional. Este a\u00f1o, la <a href=\"http:\/\/bcma.es\/\" target=\"_blank\" rel=\"noopener noreferrer\">BCMA Spain<\/a>\u00a0reuni\u00f3 a profesionales del panorama internacional del branded content para las ponencias, con el objetivo de ampliar horizontes y encontrar inspiraciones motivadoras para seguir creciendo como sector.<\/strong><\/p>\n<p><strong>Si el contenido es el rey, el contexto es la reina.<\/strong><\/p>\n<p>\u201cLa adaptaci\u00f3n de los contenidos al entorno es lo que marca la diferencia, si nos olvidamos de la influencia que ejerce el contexto, \u00e9ste puede comerse a los contenidos\u201d. Con estas palabras <strong>Matthew Willcox<\/strong>, director ejecutivo del Institute of Decision Making en FCB y autor de \u201cThe Business of Choice\u201d, explic\u00f3 la interdependencia entre contenidos y contexto.<\/p>\n<p>\u201cEl marketing es el encargado de cuidar y guiar a las decisiones de los consumidores. No nos podemos olvidar de tener en cuenta que los consumidores est\u00e1n influenciados por su entorno y circunstancias ,y los contenidos deben de ir en consonancia con esto. \u201c<\/p>\n<p><strong>Crear experiencias, no interrumpirlas<\/strong><\/p>\n<p>JP Pereira, de Pereira &amp; O\u2019Dell, (la agencia de branded content m\u00e1s valorada seg\u00fan AdAge), intervino en Branducers a trav\u00e9s de un v\u00eddeo, en el que destac\u00f3 la necesidad que existe de crear contenidos que los consumidores quieran ver, o\u00edr y compartir. \u201c<strong>El branded content debe basarse en la creaci\u00f3n de experiencias que valgan el tiempo de los consumidores<\/strong>, y que \u00e9stos quieran compartir, no vale de nada interrumpirles sin darles algo a cambio\u201d.<\/p>\n<p>A trav\u00e9s de la campa\u00f1a <a href=\"https:\/\/vimeo.com\/album\/2229079\" target=\"_blank\" rel=\"noopener noreferrer\">The beauty inside<\/a>,\u00a0de Intel, JP Pereira apunt\u00f3 la importancia de\u00a0 buscar motivaciones que inciten al p\u00fablico a sumergirse en el contenido, fusionarlo con los valores que la marca quiere transmitir y trabajar en la originalidad y creatividad basada en herramientas y canales innovadores. Es decir, \u201c<strong>Pensar como un marketer, comportarse como un artista y moverse sobre la base t\u00e9cnica de una startup<\/strong>\u201d.<\/p>\n<p><strong>Construimos audiencias, no simples consumidores<\/strong><\/p>\n<figure id=\"attachment_54477\" aria-describedby=\"caption-attachment-54477\" style=\"width: 345px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-54477\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/06\/Branducers-Steve-Ackerman-SomethinElse1.jpg\" alt=\"Steve-Ackerman-Branducers-2016\" width=\"345\" height=\"230\" \/><figcaption id=\"caption-attachment-54477\" class=\"wp-caption-text\">Steve Ackerman, director general de Somethin&#8217;Else, durante su intervenci\u00f3n en Branducers.<\/figcaption><\/figure>\n<p>Steve Ackerman, de Somethin\u2019 Else y Jan Godsk, consultor experto en branded content en Ideatakeaway y presidente de BCMA Escandinavia, respectivamente, fueron los encargados de hablar sobre innovaci\u00f3n. Ackerman destac\u00f3 la importancia de conectar con el p\u00fablico a trav\u00e9s de los nuevos entornos en los que se mueve, y conectar con \u00e9l a trav\u00e9s de experiencias basadas en <strong>buenos contenidos que fusionen el online y el offline y crear audiencias, no consumidores<\/strong>. Jan Godsk, por su parte, puso especial atenci\u00f3n en buscar las peque\u00f1as motivaciones de los consumidores, que a trav\u00e9s de una buena estrategia de contenidos se pueden convertir en un gran negocio.<\/p>\n<p><strong>Las funciones del branded content son entretener, informar y educar, no vender<\/strong>. \u201cSi tu audiencia gana a trav\u00e9s de tus contenidos, tu marca ganar\u00e1 audiencia. Por lo tanto, si haces buenos contenidos, tendr\u00e1s buenas audiencias\u201d.<\/p>\n<p>Para finalizar el encuentro, tuvo lugar una mesa redonda d\u00f3nde se present\u00f3 el nuevo proyecto de <a href=\"https:\/\/ipmark.com\/gas-natural-fenosa-presenta-cinergia\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cinerg\u00eda<\/a>, el primer largometraje branded content de Espa\u00f1a, d\u00f3nde Sacha Buend\u00eda, director de soluciones especiales de Atresmedia Publicidad; \u00a0Astrid Altallid, branded content &amp; digital strategist en El Terrat; \u00a0Mar\u00eda Luisa de la Pe\u00f1a, responsable de marketing corporativo y marca de Gas Natural Fenosa, y \u00a0Sigfrid Marin\u00e9, transmedia producer de Arena Media,\u00a0comentaron la evoluci\u00f3n de este proyecto respecto a a\u00f1os anteriores y la importancia de hacer contenidos creativos y de calidad para transmitir mensajes de marca que penetren en el p\u00fablico.<\/p>\n<p><strong>Sara Collazo<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La cuarta edici\u00f3n de Branducers, organizada por la Asociaci\u00f3n de Branded Content Espa\u00f1ola (BCMA Spain), se ti\u00f1\u00f3 de car\u00e1cter internacional.<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[673],"class_list":["post-54467","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-branded-content"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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