DNA 2014 Content Marketing vs Advertising Marketing by Margaret Key (Burson-Marsteller)
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Content Marketing vs Advertising Marketing ...
Content Marketing vs Advertising Marketing
‘Content is king!’ We have all heard this, but how well has content been managed given the explosion of channels and increased sophistication of consumer engagement with brands? In Australia, we see the US Federal Trade Commission more invested in what marketers are doing and brands that mislead consumers through native advertising may face legal action in 2014.
With greater scrutiny by consumers and regulators, is there a ‘sweet spot’ between content and consumer engagement? What is the difference in native and content marketing and what categories and brands are seeing the most impact and success? What trends are taking place that speak to the future of success for push-pull content delivery?
In this session, in highlighting specific brands and categories, we will review the best approaches to consumer engagement and the marketing way forward with particular focus on ‘taking the bland out of the brand.’
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