Effectiveness of branded content as a marketing communications concept

Abstract

Little empirical research has gone into clearly defining what the concept of marketing through branded content actually encompasses. On the other hand, the interest in branded content/ content marketing / sponsored content and their use has been growing exponentially. We have noticed the use of product placements in various forms of media, but the use of branded content seems to be a more seamless and non-invasive method of communicating the message of the brand. In a day and age where direct advertising is losing its effectiveness (advertisement avoidance due to over-exposure, cases of false advertising, etc.), content marketing seems like a viable alternative. Branded content in one form or the other has existed for decades yet there are recent innovations and trends which is changing the way branded content is created and consumed.