BOBCM 2015: Robert Marsh at the BCMA

- in BOBCM Report 2015, Insight Series
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The 2015 Global Edition of BOBCM is being supported by the IPAISBAMarketing SocietyPRCAIAB UKAPA and Branded Content Marketing Association (BCMA), and to help shape what we feature and why we have been asking industry experts from around the globe the questions below for a new report, and you can see their reponses to date here.

Robert Marsh is founder of Robert & Friends and the Chairman of the BCMA UK, and you can read his input below:

What is branded content, and how is it is different from branded entertainment, content marketing and other related approaches like native advertising?

I don’t see any difference between the terms ‘branded content’ and ‘branded entertainment’ – two terms for the same approach.

Branded content is audio visual content, for any platform, paid for by a brand, and positioned within an editorial space that reflects a specific brand message, or broader brand value.

What is the problem that content-based marketing approaches solve for business, and is this different from advertising?
As brands look for cut through in an ever crowded marketplace, content allows brands to achieve a deeper level of engagement than through advertising alone.
Robert also contributed to the Expert Examples section of this site, and chose Pepsi Max’s Unbelievable #LiveForNow series as an example that helps define what Branded Content is and its difference from advertising.

About the author

Justin Kirby is a strategist, writer, and speaker, and is a Lecturer on both the BA (Hons) and MA Advertising courses at London College of Communication. Justin has a 20+ year career in industry as a digital strategist, producer and entrepreneur. He’s been writing about the impact of interactive technologies on business and marketing since the early 90s, and his books include ‘Connected Marketing: the viral, buzz and word of mouth revolution (2005) and the Best of Branded Content Marketing’ (BOBCM) series he conceived and has been curating since 2013. Justin also chairs and speaks at conferences around the globe, judges awards, and consults brands and agencies.