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I read recently that the 4A's (American Association of Advertising Agencies) announced that they were changing the name of their Branded Entertainment Committee to the more relevant, Entertainment Marketing committee.

After reading this news, it made perfect sense. Branded Entertainment could be anything that associates your brand with something entertaining. Entertainment Marketing suggests a behavioral change or action (since the word marketing itself suggests that you are selling something and looking for a transaction to take place) through an entertaining medium.

Take that example and let's look at branded content. If we use the same mentality, we should then take branded content and rename it content marketing.

My prediction...two years from now, branded content, custom content, custom publishing, custom media, etc...will be known better as content marketing.

See you then!

Labels: branded content, branded entertainment, content marketing, custom content, custom media, custom publishing, entertainment marketing

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