Futureproofing through interactivity

YouTube broke another of its records this week when its live webcast of U2’s “360” concert at Los Angeles’ Rose Bowl on Sunday generated nearly 10 million streams worldwide. This is a significant success for Google’s video company, but it also serves as a poignant reminder to marketers that technology will prove fundamental to futureproofing brands as traditional methods begin to be overshadowed.

In the music industry, it’s further evidence to back artists’ calls for better record deals that take into account touring, merchandising publishing and the recording of music as one enterprise. Traditional record companies simply make and sell music recordings. Indeed, last week, we saw the BBC agree to stream Robbie William’s Electric Proms performance live in cinemas.

The effects of this are reaching a broader spectrum of entertainment brands from the theatre to football games. As Marketing Week revealed this week, HMV will use its joint-venture in-store cinema to stream live events, in its bid to become a “cultural hub”. It’s a sign that even the most traditional brands are looking to futureproof themselves; political campaigns will soon emerge online, possibly before being screened on TVs.

Technology like this is changing the way consumers relate and engage with brands. As our guest columnists from Microsoft explain this week, it’s important that all marketers think beyond traditional advertising means and look at ways of incorporating a multitude of “screens” into their marketing methodology.

This is something we have touched upon in our special report this week retailers and banks are using screens in this way to engage with consumers.

Similarly, Google has pledged to provide live satellite navigation for mobiles free, moving away from its traditional stance as a search engine giant. Meanwhile, struggling broadcaster ITV is adapting its e-mail marketing plans to increase loyalty. It’s this future-gazing mentality that brands need.

Simon Fuller, the creator of the Spice Girls’ and American Idol, recently said that content providers were the key to future success online, describing digital media as a “war zone” where creative ideas will dominate…I couldn’t have put it better myself.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here