Although content marketing is a relatively new direction for marketers in the region, Ramadan is considered the best time to judge evolution of content marketing, as budgets surge and muscles expand in the industry during the Holy Month.
Before dwelling on this, let us go through the definition of Branded Content:
‘Content that is developed or curated by a brand to provide added consumer value such as entertainment or education. It is designed to build brand consideration and affinity, not sell a product or service. It is not a paid ad, sponsorship, or product placement.’” branded content has the ability to create brand differentiating by bridging the gap between TV’s emotive power and digital media’s efficient reach.”
Content marketing is the new goldmine potential for marketers, with 90% of brands in the states embracing it, up from 60% in 2013.
Content marketing is not about the distribution channel, but more on having the right entertaining content that allows people to engage with the brand indirectly. The format of the content (videos, shows, movies…etc) can vary and is different than a 10 second product placement in a movie, ultimately enabling the entire content piece to revolve around the brand.
So who do we think did the best job here:
Yes, Dubai as a brand presented the best content marketing job in Ramadan.
The Dubai brand went beyond show sponsorship and commercials and was part of top-rated shows in Ramadan that were produced entirely in Dubai. The country showcased their most prominent attractions (SkyDive Dubai, Atlantis hotel…etc) in the most appealing way. If you watched “Selfie” or “Ramez Wakel Aljaw” you will reflect on this thought.
With Saudis being on the top tier of MBC consumers, while also taking into consideration the latest press releases, we aren’t surprised that a whopping 1.5 million Saudis are visiting Dubai this Eid, only to support our conclusion further.
We’re looking forward to seeing great marketers, like the people behind Dubai Tourism Authority, who continue to create such sticky content that indirectly promotes the city of life.