All posts tagged Rupert Murdoch

Where did this come from?

In between mentions of Clint’s Chrysler spot and the “Shit Girls Say” meme, Content Marketing is getting a lot of ink. How did we get here? Can marketers really turn their backs on the content they’ve historically funded to create their own media properties? Yes they can. And here’s why:

1. Media’s doing it.
Rogers has done a great job extending their Sportsnet brand into all corners of the media universe. You can see and hear it online, on your phone, on TV, on radio, on demand, on tablets, in print, on blogs, and more. And when you turn the channel, flip the page, or call up the site, you’ll probably see ads for other Rogers services and properties. This is great business but the whole system falls apart if there isn’t something to talk about.

That something is content.

With full or partial ownership of the Jays, Leafs, Raptors, FC, and more, Rogers not only owns where the content occurs but what the content is, too. They can’t do it alone but they certainly have decreased their dependence on other brands for revenue. They’re almost completely self sufficient. Brands simply have to return the favour.

2. Consumer expectations
After the financial issues of the past few years, consumers have returned to simplicity and finally value steak over sizzle. They demand honesty and transparency at every interaction. And brands HAVE to deliver because social media allows bad experiences to be shared with millions and brands that don’t act in good faith face the wrath of the masses. Remember the Netflx Canada launch? Wrath. Kenneth Cole? Wrath. Ocean Marketing? Wrath (and hilarious).

Even when it’s honestly delivered, traditional ad messages that don’t actually create value go unnoticed. Consumers want stuff that does stuff. Most would rather see Starbucks focus their efforts on a perfect mobile app than an ad to tell us about it.

That’s where content comes in.

Whether it’s informative, entertaining or both, content adds value. Just what consumers want.

3. Rise of the niche markets
Most of us have unique interests that trump the lowest-common denominator content that is served up by traditional media outlets. If you love quilting, there used to be very little that could help stir your passions. Now you can watch a quilting Youtube Channel, read a blog, and participate with others who love quilting. Surely, that content is more engaging than anything offered up on CTV. It’s quilting!!

Well, many brands’ consumers also share interests. Brands can offer up interesting content that their consumers care about and provide additional product value-adds along the way.

4. Affordable production
Naturally, none of this would be possible if brands had to enlist a full crew, expensive cameras, an Avid suite, a Flame artist and a team of nerds to code it. Production and post production is cheaper than ever as are the methods of distribution. Want to be Rupert Murdoch? You’re a Mac Airbook and a WordPress site away from doing it.

Why outsource content to a mass media company when you can own the highly specific content your customer wants as well as the place they see it?
Seems like an easy question to answer.

If not, this may help:

Rupert Murdoch should apologize for his apology ad.

News Corp’s CEO’s apology ad isn’t as good as the competition.
While every “OMG! We’re soooooo sorry…” corporate response is unique to specific crises, we can always look forward to the apology ad that we know will run soon after any organizational “Ooops” has been discovered.

Toyota did it.
BP did it.
Exxon did it.
Maple Leaf did it.
United did it.
Heck, even Tiger did it (kinda).

And now, Rupert Murdoch has done it.

He just didn’t do it as well as he should have. Here’s what he should have done:

Go on TV
Sure, this was a newspaper issue but Murdoch still should have gone on TV. A responsible CEO doesn’t hide behind the page, they step in front of the camera. While a professional probably wrote BP CEO Tony Hayward’s script, at least he was the one who stood up and said it. Rupert Murdoch may have approved the News Corporation print ad that ran but I’m sure his involvement beyond that was pretty limited.

Acknowledge what happened.
After the summer of 2000, United Airlines Chairman Jim Goodwin appeared in an apology commercial and clearly identified the issue he was actually apologizing for. “This summer, thousands of people had their travel plans disrupted while flying United Airlines.” Murdoch, on the other hand, referred to his massive ethical breach of privacy with the nondescript, “We are sorry for the serious wrongdoing that occurred.” 

“Wrongdoing”? That’s a nice low-level sin, catch-all phrase that also includes my dog urinating on your lawn. “Dear Frankie Flowers: I apologize for my dog doing his wrongdoing on your daffodils.”

Identify what’s happening.
After the recall of thousands of cars (and countless late night monologue jokes), Toyota clearly stated what was happening in their paid-for media mea culpa: “We have a fix for our recalls. We stopped production. Our technicians are making repairs. We’re working around the clock.” Murdoch  was a tad more elusive: “In the coming days, as we take further concrete steps to resolve the issues and make amends for the damage they have caused, you will hear more from us.”

Or put another way, “We’re looking into it.”

Inspire confidence about what’s to come.
Once the heartfelt apology has been accepted (or not), the public needs to feel confident that whatever must be done to both solve the problem and ensure it never happens again, will be done.
Tony Hayward ended with, “We will get this done. We will make this right.”
Jim Goodwin said, “We’re reducing our flight schedule so we don’t make promises we can’t keep.”
Rupert Murdoch said, “Oh, crikey. Don’t call us. We’ll call you.”

You may be able to own the news, Rupert but when it comes to the ads, please consult a professional.

Here are some apology ads mentioned above.