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Recent reports indicate that brand advertising is in trouble. Short-term, disposable viewership is an unfortunate byproduct of the digital age. Sustainable brand-building advertising campaigns designed to create and reinforce brand loyalty will be a thing of the past.
Coca-Cola’s latest experiment in opening short design briefs to the entire world illustrates its plans to no longer be seen as “a traditional advertiser” by appointing consumers – not agencies – as its co-creators. The drinks giant’s head of digital, David Godsman, admitted at the Adobe Summit opening keynote that the digitally connected world is “somewhat unknown” to the brand. Nevertheless, 12 months ago it embarked on a five-year digital transformation programme, underscored by four key areas: operations, business, culture and experiences. Surprisingly, Coca-Cola has filed its marketing and advertising operations into the latter category. Not only is Godsman asking his “traditional brand marketers to become experience makers”, but he’s earmarked the fans of Coca-Cola as vital to its content creation strategy.
► Q: Amongst all the noise from all the Snapchats, Tweets, and all the Facebook posts, what catches your attention? What do you look for in value to want to ...
Manas says platforms are blurring the line between media and retail while retailers are behaving like media.
The Seattle-based company is thinking beyond product advertising.
These 3 reasons will make you seriously consider creating a video marketing campaign…
Storytelling has become one of the hottest topics in marketing, but what makes a great story, and how can marketers harness storytelling to build stronger, mor…
SINGAPORE will once again play host to the annual All That Matters conference, with the latest 2017 edition continuing conversations about how technology is disrupting the entertainment, content and marketing industries, and how players are responding.
As children watch less TV, professional services network PwC said it expects the digital advertising market for kids to grow to $1.2bn by 2019 – at which point it will represent 28% of all advertising to children.
The concept of brands will fade over time under the influence of bots, the sharing economy and the very recent ‛unbranding’ movement. Brands are Big Business. A lot of cold hard cash is invested in keeping the names of Nike, Coca Cola, Louis Vuitton or Harley Davidson resonating in our heads. Successful brands make sure they embody as much a ‛lifestyle’ as they are representative of products and services. That’s the way they ease themselves into the minds and hearts of the consumer. But that’s about to change. There are several forces at work that will make the concept of a brand increasingly irrelevant and will have a huge impact on how we will market our companies, products and services. Here’s what you need to know.
Data is a treasure trove of information. You can use this data to bring your data-driven content marketing to unprecedented success.
Here's what is really happening to advertising's pulled budgets.
None of us can deny that marketing and communication professionals are anything but overwhelmed by our roles today. What technology should we use? How do we shift our advertising efforts to get better results? How do I demonstrate revenue from our campaigns? Content marketing, what, why, how? Employee advocacy, how do I create a movement? …
Only 17 percent of companies describe themselves as delivering a new digital experience.
This is a subject I have been thinking about for a long time. It’s the reason I’ve been such a success. And the truth is, there is no…
Businesses worldwide have shifted focus to gathering customers on their social media platforms rather than their websites.
Growth Hacker Marketing: A Primer On The Future Of PR, Marketing And Advertising.
How to double the sales and triple the profits of almost any business in 90 days or less
Growth Hacker Marketing... a primer on how marketing is evolving, with real strategies and tactics by Ryan Holiday, the former director of marketing at Ameri...
By creating content that embraces the individual, as opposed to trying to fit people into certain boxes, Wong is confident that publishers and advertisers will be able to reach audiences in a more effective way than before.
Consumers have shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have be...
If you are a science buff or a reformed geek, you will like the Content Marketing periodic table. This chart has been around for a while since it was first published by Chris Lake. Chris and I had a…
The best marketing starts with a really smart brand strategy. You don't need layers. You need access to experts who can define and differentiate your brand u...
Gary Vaynerchuk's Keynote at Online Marketing Rockstars 2015 in Hamburg, Germany #omr15 Read more... ► http://www.onlinemarketingrockstars.de/gary-vaynerchuk...
