Posts tagged content
One of the major changes in online marketing for 2012 will be the rise of content. A brand’s content strategy will be a key weapon in breaking through the clutter of ‘old school’ advertising, engaging with the consumer and delivering a brand message. But moving from advertising to content will mean major changes for marketers, both in terms of how they think about their strategy, and also how they deliver it with their agencies.
So what are the changes that the agency model needs to take on as we move to a content based approach?
1. Copywriters > Journalists
Copywriters spend most of More >
With the launch of Google+ pages for business last week, we’re starting to get a little lost in the tornado of social platforms that are a ‘must-have’ for business, I remember the days when brands were still deciding whether they really needed a website, and today the question is more about a Facebook page, a YouTube channel, a Twitter account and now Google+. The early adopters are already on the bandwagon as we can see with the first Google+ brand pages for Pepsi, Toyota, Angry Birds and of course the subject matter experts like Mashable and agencies such as Big Spaceship.
So the question More >
Sometimes it’s still hard to talk to ‘traditional ad guys’ and get them to understand how the business of communications has changed, how the web has exploded the number of channels through which we can deliver messages and also empowered the consumer to respond, turning a monologue into dialogue and thereby giving them a voice. And how these evolutions have not just created a step change in the strategy of marketing communications but really created a paradigm shift in how we approach our work.
Hence it is still not uncommon to be presented with very traditional print or outdoor brand ads More >