Leveraging The Convergence Of Content And Commerce For Campaign Success
DMARGE is an Australian men’s publisher that recently won Publishing Company of the Year and Branded Content Studio of the Year in the 2021 Mumbrella Publish Awards.
As brand marketing and e-commerce converge, marketers are increasingly expected to provide tangible results to justify marketing spend on media related activities. ‘Content commerce’ is an exciting new area for marketers, but with squeezed budgets, fragmented audiences and ambiguity of digital measurements, the pressure is greater than ever to deliver branded content that addresses consumer needs and ultimately drives conversion.
Digital media revolutionised and democratised access to consumers, enabling brands with limited budgets to act bigger than they are and reach consumers at scale. The challenge, however, remains to develop creative ideas that inspire high quality content, which effectively can guide consumers through the funnel and drive action – preferably that of brand uplift and ultimately purchase.
Why niche publishers like DMARGE can offer more effective environments for publishing branded content
In early 2021, we conducted an independent study with Nature Research to understand how DMARGE fulfills our male audience’s needs. Results suggested there was a clear level of purchase intent that was driving visits and longer consumption of content. These results indicate a broader need of readers for high quality and informative content they can trust in order to make the right choice for them.
DMARGE is an Australian men’s publisher that recently won Publishing Company of the Year and Branded Content Studio of the Year in the 2021 Mumbrella Publish Awards.
