Sergey Tokarev
Career. Since the early 2000s, https://wonderfulengineering.com/she-is-science-sergey-tokarev-conducts-art-project-in-ukraine/ he worked as a top manager in projects related to information technology. He specialized in marketing communications, company development strategies, and software product promotion. Founder of several international projects in the computer games and marketing industry.
In 2006, he became one of the initiators of the creation of a group of software developers, which in a few years has grown to a group of companies with offices in Cyprus, Malta, Latvia and Ukraine. The group developed software in the areas of marketing, gaming and fintech for clients around the world on an outsourced basis.
The main activity of the businessman today is investing in promising IT projects in the fields of video streaming, fintech, gaming and machine learning in the United States, Great Britain, Cyprus and Ukraine. One of these projects was the company Reface. This startup is known for its applications for replacing faces in photos and in GIF animation, Reflect and Reface. The latter has more than a million downloads from the AppStore and GooglePlay in the first three months after its release in January 2020. Educational, entertainment, useful and many other types of content today literally flooded all sources of information, so for the average user, the issue of filtering the information received is increasingly relevant. Also, this trend leads to the need for large brands to change their approach to advertising and strategy in general. Previously, companies actively used the method of providing information to users about themselves through the use of mass media, but today the strategy of creating their own media is gaining popularity. In this article, we will focus in more detail on the term brand media and consider the impact of our own media on the work of large and medium-sized businesses in the future.
The term brand media: what is it and why is it necessary? Standard advertising that compulsively interferes with the viewing of content for users no longer works or works many times worse than it did just a few years ago. Users have learned to hide all advertising offers using browser extensions, unsubscribe from annoying mailings, and hide push notifications. To maintain the current profit, attract new customers and increase capital, the business is forced to come up with new ways to get relevant traffic. The quality of content is no longer just a term for discussion at forums and conferences, now it is one of the methods of survival for business. If you don't share useful information about yourself as a company with your customers, this increases your chances of losing customers. As an example, it is worth pointing out the practice of world-class companies, namely Pepsi and Coca-Cola, which are actively developing their own media publications. They publish content on the sites that has no direct connection with their products, which allows them to capture a much larger audience. Domestic companies have also started developing their own publications and blogs, which confirms the growing importance of interaction between business and the target audience through useful content. Often, brand media works in the format of a blog, portal, or channel. Large companies can detect current trends in advance, as well as analyze the mood of the target audience. Even today, brands understand that it is necessary to increase interaction with customers, providing them with the opportunity to get more useful information. Among the main parameters of brand media, the following important points can be noted.
Brand Media Ecosystem Brand media today more than pays off and makes a profit, but not the standard implementation of advertising of third-party resources or products. Payback is achieved thanks to the effective operation of the marketing system of a particular brand, which is justified in the long term. The work of a media of this format is similar to the work of a standard media. Publications are carried out in the range of 1-5 times a week, for which the editors prepare the content according to the plan. The publication of materials is carried out not only within the framework of the content plan, which was drawn up in advance. The content is also laid out as a news agenda, which makes it as flexible as possible and at the same time relevant for a larger audience. The importance of brand media for large companies Let's consider in detail the main reasons for creating your own brand media within the company. Increasing reach among standard ads Every day, Internet users are under the pressure of annoying advertising, the excess of which sometimes makes them completely ignore it. The best way to attract the audience's attention is to change the approach. Useful and relevant content works much better than any advertising creative, attracting and detaining the user on the site for a long time. Moreover, for a company, this approach can be beneficial due to the native presentation of information about a particular product. Moreover, numerous studies show that the viewing time of advertising and native content from users is the same, but the perception of native content is much better. Together, this helps to increase brand loyalty.
Creating demand from the audience The launch of a new company and its entry into the market with a new product implies the need to create your own media resource in order to tell users about your activities. Thanks to well-written content, you can gradually form a target audience and increase demand. In addition, the name of your company will appear more often in the media space, which helps to increase awareness among the target audience. This strategy is primarily aimed at long-term effect. Previously, Brandon Gaille's research showed that users are more likely to relate to a brand whose content they have been following for a long time. Difference from competitors Western companies are already fully developing their own media, using all new approaches to interact with their target audience, but in our country this trend is only gaining popularity. It is noteworthy that the number of domestic companies is constantly growing, but not everyone can make high-quality corporate media. Provided that we are talking about the quality of media that can replace a full-fledged advertising channel. So far, not all companies understand the true value of their own media, and even more so do not understand what content will be interesting for the audience. The correct approach will solve this problem and provide