Definition
‘Is creating a communications platform, or a channel within an existing platform, that can deliver content to an audience.’
Antecedents
With the ability for users to create their own channels of communication, it also gave companies this opportunity to speak directly with their consumers. Technology now allows us to reach an audience more economically than ever before.
Traditional fields of Marketing – Mass Media
Although not directly within Marketing, Platform Creation is closely linked to the literature on Mass Media. It is now the job of the company to create content that is engaging for the user. Where companies could previously only buy a share of audience time through media sales, companies now need to be able to both produce content and integrate their brand message within this content.
Examples- Blendtec
Blendtec, the blender company created a communication platform with their product
engaging ‘Will it Blend’ videos on Youtube.
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