UNDERSTANDING THE

RELATIONSHIP BETWEEN
CONTENT AND BRANDING AND
ITS IMPACT ON SCALE

PPT DESIGNED BY PRATIBHA GHILDHIAL

WHAT IS CONTENT ?

• Content is information produced and directed at an end-user or 

audience in the sectors of publishing, art, and communication.
Content is delivered via different media, including the Internet,
cinema, television, radio, audio CDs, books and magazines, physical
art, and during live events. Live events include speeches,
conferences, and stage performances.
WHAT IS E- CONTENT

• Digitally crafted information which helps in providing information about a

product also helps in uplifting its brand value to its potential customers
through different platforms.
• Blogs
• Web Sites
• Digital messages
UNDERSTANDING BRANDING

• Branding is the process of creating a strong, positive perception of a

company, its products or services in the customer's mind by combining such
elements as logo, design, mission statement, and a consistent theme
throughout all marketing communications.
THE TOOLS
CONVERGENCE MARKETING

• Convergence marketing is defined as “the orchestration of information

technology, marketing, and design required to ensure that companies present
an integrated, consistent, clear and interactive message across all the media
they use” as defined in Marketing Convergence, by Susan K. Jones &
Edward J. Spiegel. 
TOOLS IN CONVERGENCE MARKETING
MEDIUM + PLATFORMS + CONTENT=
BRANDING
ADVANTAGES OF USING THE DIGITAL
CONTENT
• Social media and new media platforms have vast reach and circulation and precise target audience.
• The digital content is inexpensive
• Creativity sale is higher in creating digital content
• Audios
• Videos
• Text
• Graphics
• Animation/Visual effects
AFFILIATED MARKETING

• Affiliated marketing is the new form of mouth to mouth publicity

• Affiliate marketing is an advertising model in which a company compensates
third-party publishers to generate traffic or leads to the company’s products
and services. The third-party publishers are affiliates, and the commission fee
incentivizes them to find ways to promote the company.
EFFECT ON SALES

• Affiliate marketing predates the Internet, but it the world of digital marketing
, analytics, and cookies made it a billion-dollar industry. A company running
an affiliate marketing program can track the links that bring in leads and,
through internal analytics, see how many convert to sales.
• According to Business Insider, 15% of e-commerce revenue can be attributed
to affiliate marketing.
EXAMPLE OF AFFILIATED MARKETING
AMAZON ECO-SYSTEM

• Amazon Affiliate Marketing 

• Amazon's affiliate marketing program, Amazon Associates, is one of the
world's largest affiliate marketing programs. Creators, publishers, and
bloggers sign up to have Amazon products and services shared on their
websites or apps, and in return, receive compensation for the sales their sites
generate.