- Date May 19, 2011
- Category Weekly Update
- Author Doug Schumacher
- Tags apps, branding, campaigns, content, contentmarketing, creative, culture, display, facebook, mobile, paidmedia, socialmedia, strategy, trends
The latest in new media marketing strategies and tactics:
Look for a lot more of this type of experimentation going on. Rich media a la Web 2.0 never really quite nailed it, but publishers have to deliver some deeper level of engagement than what most banners current provide, or CPMs are going to stay in the cellar.
While you might not recognize a lot of the names on this list, the brands they’re associated with is a good overview of what companies are shaking up the world right now.
Content Marketing isn’t a term you see used a lot right now, but given these stats, I’d guess that will be changing fast.
While I find attempts to force users to pay attention to commercials futile in the long term, the technology that’s being applied here has potential that could make that experience engaging and gamelike. Audio-sensing — basically Shazam for TV shows — has a lot of potential for getting offers, coupons, or content from the TV screen onto the mobile handset.
A couple of things i really like in this article. One, that it shows you don’t need all the latest bells and whistles to succeed in content marketing. Secondly, that content is an ongoing process, and not something you put up and walk away from.
A well-written (and short) piece on what the top brands are doing. What’s most interesting is that the brands taking these steps are in a broad range of industries.
Some nice examples of web design. Most of these may not fit your average Drupal or WordPress template, but that’s one thing that makes them stand out.
This isn’t surprising at all, but I think as companies get more experienced at delivering content for the smallest screen, they’ll get the WAP technology down to the point where they don’t need apps. Of course, if you CAN get someone to download your app, you have your brand on some of the most valuable real estate in marketing.
The point is, brands have to start thinking about media in terms beyond buying their way in.
When it comes to content marketing and social media, so many companies worry about putting employees in the social media spotlight. This interview has an excellent quote that sums up the opportunity for so many companies: “The Caterpillar organization is filled with the smartest engineers and industry experts in the world. We want to leverage their expertise and promote the individual’s persona so the reader has a better understanding of who is speaking about a certain topic, and why should they be trusted.”