12 September 2012 842 Views

Viral Trends: Republic Project Wants To Change The Way Marketing Campaigns Update Content

by Alex Gerage

This is the first in a new feature that we will cover for the site called Viral Trends. Our hope is to highlight some of the latest trends in online advertising and marketing currently happening outside our entertainment niche and explain how the industries and properties we cover might benefit or suffer from such changes in the landscape. With the digital marketing field continually changing, the emerging trends we see today could become the norm in the very near future. With that said, hit the jump to learn how Google is helping back a new platform that will streamline how content in online marketing campaigns are updated.

Advertising Age has the story that Google Ventures, the company’s venture capital arm, is leading a $1 million investment in Republic Project, an online media advertising platform that simplifies the creation and updating of content in marketing campaigns across a variety of online media outlets.

Republic Project’s cloud-based system offers agencies a template with which to design and build marketing campaigns, which tend to involve websites, apps, YouTube channels, Facebook pages and more. Once built, the platform allows campaign creators an easy outlet to update content across all platforms at once, saving considerable time and the technical headaches that accompany adding content to each media separately.

As Ad Age notes, campaigns that rely on housing specific content on each media platform may not benefit from the all-in-one update abilities that Republic Project offers. For many campaigns though, the chance to seamlessly upload content to a variety of outlets simultaneously is paramount to generating buzz and having such content spread.

Impact: How many times have you downloaded a mobile app for a movie or television show that never offered any updates with additional content? The fact is most movie apps don’t provide the depth of content found on official websites. I recall downloading a couple apps from The Avengers and The Dark Knight Rises earlier this summer that offered some fun timewasters, but once their novelty wore off, failed to keep me engaged. Republic Project seeks to address that issue and make mobile apps a more integral and utilized component of campaigns because they can more easily receive content updates.

I ultimately think technologies like Republic Project will help continue the rise of cross-media marketing campaigns within the entertainment industry. More timely and consistent updates can lead to more content offered to audiences, which in turn can lead to a more comprehensive and engaging marketing campaigns.

Are you aware of an emerging trend in viral marketing and think it should be featured on MovieViral? Leave a comment about it below, or let me know via Twitter @AlexGerage.



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