More and more consumers take control over the commercials they are watching. They install ad blockers and look for content via ad-free channels such as the ad-free Netflix or Streamz. The ever-growing desire for privacy raises the criticism of personalised ads based on personal data. In short: brands are having a hard time to reach their target market via traditional advertising.

There is an increasing focus on quality and creative content that must draw the attention of the proper target market. There is also an increasing range of content the consumer can choose from. He consciously selects what interests him. As a result, we are faced with market segmentation. Marketeers are confronted with a serious challenge to promote their brand in a creative way to reach the fragmented target groups at the right place and at the right time.

Digital marketing? Not with my data!

The last decades we notice a commitment to digital and online marketing. Large technology companies such as Facebook, Twitter, and Google have used it from the very start and made the data of their users available to advertisers. Was this the preferred choice to reach your audience personally? 

Think again. The last couple of years, marketing is entangled in a debate about data and privacy. The consumer resists the use of personal data and is supported by legislation. Companies such as Facebook, Apple and Google are forced to change their business model, one that respects the privacy of their viewers. 

End of 2021, third-party cookies will be blocked via Google Chrome. So, Google-users will be labelled and divided into groups based on common characteristics. Advertisers will only know which group someone belongs to.

“Platforms like Apple and Google are developing new ways to create an internet more conductive to consumer privacy, in balance with content consumers want. So is Procter & Gamble.”

Marc Pritchard - Chief Brand Officer Procter & Gamble

Both traditional and digital advertising become increasingly difficult. Brand marketeers are more than ever facing the challenge to show their creative flair.

Context is the key to success

Is creativity the solution? Due to the variety of content, it is almost hopeless to create content that leaps out. Content is shifting from’ push’ to ‘pull’, meaning that the consumer himself chooses what he is interested in. He selects brands that emphasize his social values and interests. This has a direct impact on how to successfully design a brand position.

In the year 2021 your brand must stand for more than just your product. Now, marketing is about creating an entire brand identity that goes beyond the products or services you are advertising. More and more brands participate in social issues or associate with culture and content that fits their identity. 

Your brand’s target audience is particularly looking for content that is based on personal preference, values, and interests. By connecting your brand to that content, your target audience will automatically associate your brand with it. Imagine: the Red Devils without Jupiler? Cycling or a festival without KBC? The TV series ‘De Mol’ without BMW or Rodenbach?

Brand integration is the solution

Brand integration allows a brand to reach out to your target group and to increase your brand awareness. Brands and content are mutually reinforcing via an authentic and natural partnership. It leads to a greater commitment of your target audience and more mouth-to-mouth recommendations about your brand than traditional advertising. Moreover, it is more cost-efficient than creating content yourself and cannot be ignored or blocked by the consumer.

“Paid placements have grown substantially in number and value during the past several decades because brands have become more willing to invest in skillful integration of their logos and products in storylines that will expose their assets in meaningful ways.”

Patrick Quinn, CEO PQ Media

Famework puts its full weight behind brand integration as a natural way of advertising. Its matching platform brings demand and supply together and offers brand marketeers efficient tool to find the fitting content.