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MAGnify 2020: why is context important for marketing?

Roger Verdurmen talked at MAGnify 2020 about the influence of context on our perception of normalilty, on our behaviour and on brand appreciation and message transfer in magazines and print.

Read our interview with Roger Verdurmen here

Verdurmen is Strategy Director at DPG Media in the Netherlands. With his experience at Brand Studio (branded content creation and strategy) and his personal interest in the research evidence he builds a strong case for context planning.

In this first part Roger explains why context is so important.

We have cut the presentation of Roger Verdurmen (and the other speakers!) into short form videos per subject.

You can access all 6 videos by Roger Verdurmen here.

The other subjects are:

  • Behaviour and value
  • Credibility
  • Proof: framing, Halo-effect
  • Proof: conceptual fluency, mindset, effectieve aandacht
  • Context in daily practice

Danny Devriendt discusses local media with his guests (part 2)

The key note speeches, divided into short form video you can find here:

 

MAGnify 2020: all speakers are live!

You can now watch all MAGnify 2020 shows on www.magnify.be/video! All speakers are being introduced by Marcel Van Thilt in his incomparable way.  After the speakers you can enjoy the incredible creativeness of our StuMPA contestants from the 2020 competition.  Watch, enjoy and learn!

MAGnify Part I: Advertising Attention Alpha -All in one day?

This is not just a keynote speech by two renowned Belgian researchers (which would and should be enough to capture your attention!). But with our host Marcel Vanthilt introducing the first speakers in his incomparable way; and with a creative highlight from our last StuMPA contest at the end, we have added entertainment value. Because we are all worth it! Because we are all worth it! And we need some humour and laughter in these orange and red Fall days.

Sit back and enjoy for the first and the last part, but most of all watch and learn from Bruno Liesse and Bernard Cools! (read their interview here in Dutch / here in French)

MAGnify Part II: The changing global media landscape

In her presentation from the comfort of her own home, Deniz explores the roles of different media channels from a brand building perspective with a particular focus on planning the role of magazines in the media mix. She will address the big question for marketing and media professionals: do we still have tools to create quality reach?

Expect evidence based argumentation from the Director Creative & Media Effectiency at KantarDespite the changing media behaviour you will find that professionally edited, original content that focuses on a particular passion point shared by the brand and the reader, does not lose it’s value.

Watch and learn from Deniz Sariyildiz! (read her interview here in Dutch / here in French)

MAGnify Part III: Contentmarketing = Contextmarketing

Roger Verdurmen is Strategy Director at DPG Media in the Netherlands and responsible for Brand Studio. With 15 years of experience as a marketing communications strategist he is a likely advocate for a conceptual approach to branded content. Preferably long term, cross media and with maximum contextual relevance.

In his presentation Roger explains why content marketing is all about context. He builds his case with evidence from research human behaviour and own business cases.

Watch and learn from Roger Verdurmen! (read our interviewwith him here in Dutch / here in French)

You can read the interviews with all our speakers:
Rpger Verdurmen presenting at MAGnify 2020

MAGnify 2020 Part III is now live! With Roger Verdurmen

The show must go on! You can now watch Part III of MAGnify 2020 with Roger Verdurmen, DPG Media Netherlands on www.magnify.be/video!

Roger Verdurmen is Strategy Director at DPG Media in the Netherlands and responsible for Brand Studio. With 15 years of experience as a marketing communications strategist he is a likely advocate for a conceptual approach to branded content. Preferably long term, cross media and with maximum contextual relevance.

In his presentation Roger explains why content marketing is all about context. He builds his case with evidence from research human behaviour and own business cases.

Rpger Verdurmen presenting at MAGnify 2020

Watch and learn from Roger Verdurmen! (read our interviewwith him here in Dutch / here in French)

P.S. Any questions you have, please send them to info@magazinemedia.be. They will be answered here on this website (we will notify you).

Also watch MAGnify 2020 Part I with Bernard Cools and Bruno Liesse about the Alpha Index and Part II with Deniz Sariyildiz from Kantar here.

You can read the interviews with all our speakers:

This is what you can expect from MAGnify 2020!

MAGnify 2020 goes digital

MAGnify 2020 starts on 1st October when you can view the first presentation on the conference website www.magnify.be. Every week on Thursday, 1, 8, 15 and 22 October, a new recording will be published. Don’t miss a thing! Register here for the Magazine Media newsletter to receive a notification when a new recording goes live.

Learn more about the genuine assets of magazine media:

  • Magazines offer you engaged audiences.

    The power of a media brand affects the brands that advertise in it. That’s why your ad will benefit from the trust that the magazine has built with its readers.
  • Brands use magazines’ creative possibilities to stand out.

    An ad you can smell or taste? A packshot that glows in the dark? In magazines anything that tickles the five senses is possible!
  • Magazine-makers are storytellers by nature.
    They are pioneers and experts in keeping the right balance between editorial and commercial content. This is where native advertising fits in your content strategy. People love beautiful stories. And for a brand it’s great to be part of such a story.
  • Magazine ads are not intrusive: readers see them as complementary info.
    The word “magazine” is derived from the French word “magasin”, a place of commerce where customers take the initiative. A shop is inspiring and not intrusive. No wonder then that magazines are the most trusted medium for consumers.
  • Cross-media solutions in magazine media enhance ROI substantially.

    The cross-media approach of magazine publishers offers you more chances to reach your target groups via different platforms.

International and national speakers will guide you through these insights. They will prove how magnificent magazine media are for brands.

All information about the speakers and the subject of their speeches can be found on www.magnify.be

You can already read the interviews with our speakers:

MAGnify 2020: “Goede native advertising heeft alles met context te maken”

Hoe native advertising nog straffer maken? Door optimaal in te spelen op de context, aldus Roger Verdurmen van DPG Media Nederland, die er op MAGnify over komt spreken. Het lijkt logisch, maar toch loopt het vaak mis.

MAGnify 2020 start op 1 oktober. Bekijk hier de sprekers en het programma

Niet content is king, maar context is king. Toch als het van Roger Verdurmen afhangt. De Concept & Strategy Director bij DPG Media in Nederland zal in oktober z’n verhaal doen tijdens MAGnify, maar we konden ‘m nu al even strikken voor een gesprek waarin constant werd gegoocheld met content marketing en context marketing.

Lees ook: MAGnify: “Alpha Index verfijnt onze kennis over aandacht voor reclameboodschappen”

Zijn stelling is an sich namelijk interessant, zeker vanuit het bredere perspectief van content marketing. Die wordt vooral ingezet op de owned media van merken, waar de context (producten, diensten, de corporate filosofie) niet meteen in het voordeel van de content speelt. Bij native advertising (merkencontent binnen een mediacontext die zowel merk, medium als lezer ten goede komt) ligt dat anders. “Hier zorgt de context voor een meerwaarde van de content”, aldus Verdurmen. “Bovendien is hij ‘double branded’: zowel door de adverteerder als door het mediamerk.”

Magazines sterk in context

Vanzelfsprekend nemen magazines hierbij nog een bijzondere plaats in. “Het belang van context speelt in het voordeel van print”, zegt Roger Verdurmen hierover. “Context zorgt immers ook voor merkwaardering en eigen onderzoek toont aan dat vertrouwde media een positieve invloed op de merkwaardering hebben. Print doet het daarbij nog beter dan online en dan andere media.”

Lees ook: Zonder context heeft content geen betekenis

Tijd voor een context planner?

“An sich is de redenering zeer logisch”, zegt Roger Verdurmen, “maar het jammere is dat je toch behoorlijk wat realisaties ziet waarbij de boodschap niet is aangepast aan de context. De Morgen biedt een heel andere context dan Libelle, alhoewel je misschien dezelfde lezer aanspreekt. Eigenlijk is de mindset waarin een bepaald medium wordt geconsumeerd van groot belang: je leest De Morgen met een hele andere mindset dan Libelle. DPG Media heeft in ‘parenting’ in Nederland bijvoorbeeld twee titels: Ouders van Nu is opvoedkundig, terwijl Kek Mama focust op de vrouw in de moeder. Het spreekt voor zich dat de context om een andere aanpak vraagt en dus om andere content.”

Het zorgt ervoor dat binnen contentmarketingbureaus binnenkort misschien context planners actief worden. Het overzicht behouden van de juiste context en welke media je daarvoor kan inschakelen is waarschijnlijk de volgende stap in de professionalisering van het contentmarketingvak. In Nederland hebben heel wat bureaus al native advertising-cellen. De stap naar iemand die het bos daar door de bomen blijft zien, is dus niet zo groot.

Benieuwd welke lessen Roger Verdurmen voor het Belgische publiek heeft. Dat Nederland op dit vlak een tweetal jaar voorsprong heeft, belooft alvast veel goeds.

Op 1 oktober start MAGnify 2020. Iedere donderdag een nieuwe aflevering, met op 15 oktober de presentatie van Roger Verdurmen.

Kijk al eens terug op MAGnify 2019:

Interviews: