We mentioned in an earlier post that the way marketing professionals learn about marketing will change dramatically in the next couple of years. MOOCs and mobile apps like Google Prime will provide budding marketing and advertising professionals with plenty of knowledge and insight that could once only be received in the classroom.
In a post not too long ago, we asked you if the consumer is honestly searching for and using the content and information the brands are pushing out in order to actually be informed about their decisions. We thought the contrary, and are waiting for other market researchers to test our hypothesis.
What if there was a company that combined both ideas?
Meet the Big Know.
The Big Know is an online learning mobile app that provides free courses that are provided by brands to consumers. The first couple of courses were by United Healthcare and AARP, and there’s a health course done by a National Geographic Fellow. Of course, the content provided serves as a solid content marketing piece. If the AARP provides a course about "Bringing More Joy in Your Life" then the people searching for the information and looking to solve that issue will look towards AARP to help.
It makes sense.
In this knowledge economy, brands can succeed when engaging in branded content like this. What a great idea. We look forward to seeing how other platforms compete against the Big Know. For example, Coursera can be broadcasted on Google's Chromecast and, just recently, Apple TV. In order for Coursera to add an additional revenue stream (to decrease reliance on paid courses), it could offer a branded course category where brands develop content and offer it through Coursera.
It will be interesting to see how the race for branded content and the consumer's attention continues to heat up.
Disclaimer: We're part of an avid Coursera-using household.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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