Media products include advertising videos, articles, promotional images publicly shared on social media, and widely distributed printed articles, etc. The aim is to reach a wider target audience, raise public awareness of the brand, and bring the product to every household.
What is a media product?
Media product is a general term referring to content, images, videos, etc., containing a message that is broadcast on various media channels with specific communication objectives. For businesses, a media product could be a TV commercial. Corporate films, music videos incorporating advertisements,...
Their purpose is to help businesses promote their brand, introduce products to consumers, attract customers, and enhance brand awareness. Common types of media products include:
- TV commercial: These are short commercials, ranging from 15 to 60 seconds in length, broadcast on television.
- Digital content: Products in the form of articles, videos, and images are shared on social media.
- Print advertising: Product and service information is published in mainstream newspapers and magazines.
- Infographic: The information is presented in a visual format.
Each media product aims for a specific purpose, depending on the company's project. To attract audiences, these products need to be creative, engaging, have a clear and easily understandable message, and may incorporate influencers to enhance communication effectiveness.
Basic characteristics of media products
So what are the characteristics of a media product? To help readers better understand the term, below we will outline the basic characteristics:
- Highly creative: Most media products are built on unique and creative ideas to attract the attention of the audience, especially the target audience. Therefore, advertising videos and images all contain creative elements, which can be said to be the key component in achieving the best results for brand promotion plans.
- Suitable for the target customer: Marketing products target potential customer groups. Typically, before implementing a marketing strategy, businesses must gather information about their target audience to distribute content appropriately. Therefore, the media products launched are usually tailored to the customers the business wants to reach. Their effects include increasing brand awareness, boosting sales, and changing social perceptions.
- Diverse forms of communication: Beyond television broadcasts, advertising products are now distributed across a variety of platforms to reach a wider target audience. For example, videos, promotional music, posters, and articles about products are distributed across relevant media channels to leave a lasting impression on viewers.
- Integrating technology into communication: Virtual reality applications, 360-degree videos, AI content creation technology, data collection, etc., have become useful tools for media professionals. Incorporating them into marketing campaigns helps media products leave a deeper impression.
- The message is easy to remember and spread: Most marketing campaigns avoid overly lengthy and confusing messages. To be memorable and impactful, marketing content must be concise, simple, yet meaningful.
Creating products for brand marketing purposes is not a simple task; content creators and advertising producers must work together seamlessly, understanding the psychology of the target audience to deliver the right message.
How can we create high-quality media products?
As mentioned, creating media content is not a simple task, but it's not too difficult either if you understand the basic steps below:
- Define specific goals
Defining the purpose of your media production is a crucial first step. For example, you might want to release an advertising video to increase brand awareness, introduce a product, or improve user perception of your company's products or services, etc.
Setting specific goals and identifying your target customer group will serve as a basis for evaluating marketing effectiveness. Therefore, before starting production, you need to clearly understand what your business needs, who your target customers are, and what your specific goals are.
- Research the target audience.
After identifying your target customer group, you need to gather information about them. For example, their gender, age, occupation, interests, shopping and consumption habits, and the shopping channels they usually use, etc. Understanding customer needs will be the foundation for creating suitable marketing materials and reaching them more easily.
- Develop fresh ideas
Developing fresh, creative, and engaging ideas gives you more opportunities to reach customers and leave a lasting impression. Combine methods such as brainstorming, mind-mapping, or trend analysis to find ideas and create content that is different from your competitors in the market.
- Choose the format and communication channel.
What type of media will your business use – video, images, documentaries, articles, or advertising? Determine the format based on the characteristics and viewing habits of your target audience. Additionally, choose the appropriate distribution channel to ensure your product reaches a wide audience.
- Create engaging content.
Content should be concise and easy to understand, avoiding lengthy and rambling content that might lose viewer interest, especially in video advertisements. Visual media products need to be visually appealing, aligning with current aesthetic trends, and most importantly, highlighting the brand identity. Audio products should utilize high-quality, easy-to-listen-to sound that evokes emotion.
- Utilizing modern technology
Utilize new AR/VR technologies, 360-degree video, AI, and other modern features to produce media products that support your brand marketing strategy. Additionally, you can use design tools like Adobe Photoshop, Premiere, and Canva, with readily available templates that are easy to use.
- Product testing and optimization
After the products are finalized, conduct a quality check to ensure there are no errors in content, images, or technical aspects. Send the products to testing teams for feedback and evaluation; if necessary, make corrections and improvements.
- Distribution and tracking of results
Plan the distribution of products across pre-determined marketing channels. Monitor post-release performance in terms of views, engagement, conversion rates, etc.
- Learn and improve
Every marketing campaign has unavoidable limitations. You need to acknowledge the problems you encounter in order to improve subsequent campaigns, ensuring they run more effectively and deliver the best results. Additionally, regularly update yourself on industry trends to keep your products relevant and appealing to a wider audience.
The above is some basic information about media products; hopefully, it has helped readers better understand this term. Creating a quality product requires creativity combined with a clear strategy, especially understanding the target audience and applying modern technology appropriately. This not only helps businesses succeed in their marketing campaigns but also optimizes operating costs and creates sustainable brand value.
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