A long time ago on a planet not so far away, brand marketers had it easy. They could hire an agency of record that would not only make fantastic TV, print and radio ads, but also place them in front of the right audience at the right time. As the world grew more complex, we […]
It’s no secret that the fictional sci-fi podcast The Message is co-produced by GE. But to the million-plus listeners who, as of last week, had pushed the eight-episode series into the No. 1 podcast slot on iTunes, that doesn’t seem to matter. “You should start a Kickstarter for a film,” one reviewer said on the […]
Marketing in a digital economy is more difficult now than it was in the days of mass media. Then, big budgets and strong messages were enough to get consumers to remember you. Today, not only have audiences fragmented, requiring a more targeted approach, but digital activity is tracked — so even if you succeed in […]
Coke has for years tried to establish itself as a brand publisher. And just like publishers before it, it is feeling the pressure from social platforms. The big one is Facebook. Coke’s “Journey,” the branded content news site that it replaced its corporate website with three years ago, has also felt the pinch from declining […]
The content marketing industry is, perhaps, the fastest growing area of digital marketing today. According to the Content Marketing Institute/MarketingProfs 2015 Content Marketing Benchmark report, 55 percents of marketers are planning to spend more on content marketing in the next 12 months, seven in 10 are creating more content and the average enterprise spends one […]
If you’re selling something, you should be wary of overlooking Tumblr. It’s the dark horse candidate of social media. Whether you’re a freelance photographer or a multinational corporation, it can provide your brand a lot of value. Tumblr, launched in 2007, is a relatively middle-aged social network. It’s younger than networks such as Twitter and […]