How Media Marries Context and Content in Marketing

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Online and offline, content is still king. But definitely, it won’t survive without a queen, and this is where context comes in. How do you put both in their thrones? One option is the media.

How Media Elevates Content and Context

Content and context are not interchangeable. The former refers to the medium used to tell the story or message. Think of pictures, words, videos, and sounds. Meanwhile, context is the intention or purpose behind the content.

  • What is the marketing campaign about?
  • Who is the target market?
  • What message do you intend to deliver?
  • What results do you like to see?

When you can answer these questions, then you can determine the best media to use for content. Over the years, though, more tech-driven media, such as augmented reality, videos, and virtual reality, prove to be practical tools in marketing.

The following points explain why:

1. People Are Visual Learners

Studies reveal that people can retain visual information better and longer than words. This might be partly the reason babies learn fast with picture books. According to Psychology Today, it’s because pictures are more concrete, so the brain can process them more effectively.

2. Media Can Trigger Emotions

Emotions sell. It’s what drives people to rush to stores during Black Friday sales or follow trends they find on social media. Emotions are also what help sustain nonprofits or promote customer loyalty to brands.

Can words invoke emotions? Sure, they can. But media, such as images or videos, can stir them faster. Viewers need not pull out information from their brains as they do to understand the words.

3. Media Helps Enhance a Person’s Experience and Interaction

Companies like DecoAR have been helping brands create VR and AR apps and tools not only to keep their content current but also to enhance customer experience and interaction. But why does this matter?

When customers experience the brand, they understand and, even better, learn to value the products and their intention or purpose. They can see beyond the features and appreciate their benefits. When they reach this point, you are more likely to convert them to customers.

A fantastic experience is also memorable, and it’s common for people to share it with their friends and family. It can also help retain customers and promote brand loyalty.

Work meetingHow You Can Incorporate Media in Your Campaigns

To marry content and context, you use tools like media. The question is, how do you make them useful and valuable for the business? Here are some ideas:

  • Use AR and VR strategically. You can take a hint from Ikea. Other industries that can benefit from these technologies include real estate, healthcare, and education. They can also be helpful in understanding manufacturing processes.
  • Create shareable videos. Videos on YouTube won’t mean anything unless viewers can share them easily. One factor to consider is the length. Based on data, the ideal video is between 3 and 10 minutes. Anything longer than that, and you can bore them. If you need more time, break the content into a series. This way, you can give your audience more reasons to come back. ;
  • Combine media with long-form content. New studies show that online users prefer to read longer articles, especially those with specific and clear subheadings. But a lot of text can be a snooze fest. You can use media to create breaks. One of the best options is an infographic. In a report by Venngage, over 40% of marketers said this visual helped them achieve their goals.

As the saying goes, a picture can indeed paint a thousand words. They can even help you build your brand.

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