Talk about platforms must not cross the line
Lucy HandleyMags Walker of the fabl reveals what cross-platform content marketing really is while attempting to avoid the use of jargon
Mags Walker of the fabl reveals what cross-platform content marketing really is while attempting to avoid the use of jargon
Behind the hype, the opportunities for switched-on brands to succeed with native content is very real indeed, says Dale Lovell of Content Amp.
Research proves that while mass media may be good at starting conversations, the power to change behaviour lies with the conversations themselves, writes Story Worldwide’s Jon King.
The content marketing industry has kick-started 2013 with a record number of multichannel initiatives in January and February, including a content-led website for Swarovski, in-store content for O2 and a new magazine for PruHealth and PruProtect.
User-generated content lies at the heart of many consumer magazines. Content marketers should take note, says Immediate Media’s Dan Linstead.
Cutting-edge technology alongside specialists are best placed to deliver crafted brand stories and measurable results, says Simon Chappell.
Companies are losing loyal customers at an alarming rate because of poor customer service and rewards, finds new research.
The FT’s executive vice-president of global B2C marketing Jocelyn Cripps talks to Lucy Tesseras about the challenges the 125-year brand faces in the internet age and why it is taking its lead from online retail businesses rather than publishing.
Content marketing is expected to grow over the next five years but it is not only the quality that matters, getting the right people using it is just as important.
Red Bull’s ‘at full pelt’ marketing approach transfers well to the F1 track, where its Infiniti-sponsored team has notched up big wins.
Above-the-line advertising still gets the lion’s share of the marketing budget. Sally Durcan of Hotcow looks at what could be achieved if experiential and digital received it instead.
It isn’t often that a brand engagement agency can boast about delivering a life-changing experience for a customer, but it’s all in a day’s work for Purity, explains Rob Quinn.
Experiential marketing knows no bounds. And as retail continues to evolve, it is fast becoming the secret weapon of brands and retailers alike, says Michael Wyrley-Birch of TRO Group.
Nick Adams of Sense urges marketers to focus much more on tangible results in order to better sell the experiential route to clients.
The best agencies are true experience-makers which bring brands to life. And consumers love it. So in today’s economy, experiential marketing is even more relevant, writes Tribe’s Chris Russell.