Ebook content marketing conversations priorities, problems and predictions f...King Content
CONTENT MARKETING CONVERSATIONS: PRIORITIES, PROBLEMS AND PREDICTIONS FOR 2015
10 marketing leaders from across APAC share
where they are focusing their marketing
budget and energy in 2015.
The 10 most empowering women in mortgage industry, 2021Merry D'souza
The mortgage industry has transformed itself and has continued to lend its reliable services to its clients straightforwardly. Industry leaders, especially women, are now implementing a fully integrated and seamless digital approach to mortgage lending that simplifies the borrowing experience and streamlines the process for employees in the community and credit unions.
Why You Need to Kill Your Current Marketing (before it's too late)Joe Pulizzi
Overview of the new book by Joe Pulizzi and Robert Rose (Killing Marketing), explaining why the current marketing structure needs to be replaced with a new one...marketing as a profit center. This presentation details the why, includes case studies from Arrow Electronics, Buzzfeed and Red Bull, and reviews how you can generate revenue from your marketing in 10 different ways.
In house social media acceptance - how to foster a learning marketing departmentEmmanuel Vivier
Presentation by Emmanuel Vivier @ #M2C2011 Conference (http://www.marketing2conference.com) in Paris on the 28-29th of march 2011. A few advices for non social media marketing expert about why and how you can motivate your marketing team to keep learning about new trends....
Visual content assets can be a significant contributor to the content marketing process and customer experience. Learn how four Cs — collaborate, customize, communicate, and connect — can help the community of the business manage digital assets.
Dynamic creative optimization (DCO) is a technology that uses data to choose – in real time – the most relevant set of visual components to show, optimizing the brand’s creative message to be more personal to the user. In this Slideshare, Innovid provides best practices for your DCO strategy.
Joe Pulizzi's Epic Content Marketing - Sample ChapterJoe Pulizzi
This is a free, sample chapter for Joe Pulizzi's book "Epic Content Marketing - How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less". The book is now available for purchase at Amazon.com, B&N and wonderful bookstores near you.
Ebook content marketing conversations priorities, problems and predictions f...King Content
CONTENT MARKETING CONVERSATIONS: PRIORITIES, PROBLEMS AND PREDICTIONS FOR 2015
10 marketing leaders from across APAC share
where they are focusing their marketing
budget and energy in 2015.
The 10 most empowering women in mortgage industry, 2021Merry D'souza
The mortgage industry has transformed itself and has continued to lend its reliable services to its clients straightforwardly. Industry leaders, especially women, are now implementing a fully integrated and seamless digital approach to mortgage lending that simplifies the borrowing experience and streamlines the process for employees in the community and credit unions.
Why You Need to Kill Your Current Marketing (before it's too late)Joe Pulizzi
Overview of the new book by Joe Pulizzi and Robert Rose (Killing Marketing), explaining why the current marketing structure needs to be replaced with a new one...marketing as a profit center. This presentation details the why, includes case studies from Arrow Electronics, Buzzfeed and Red Bull, and reviews how you can generate revenue from your marketing in 10 different ways.
In house social media acceptance - how to foster a learning marketing departmentEmmanuel Vivier
Presentation by Emmanuel Vivier @ #M2C2011 Conference (http://www.marketing2conference.com) in Paris on the 28-29th of march 2011. A few advices for non social media marketing expert about why and how you can motivate your marketing team to keep learning about new trends....
Visual content assets can be a significant contributor to the content marketing process and customer experience. Learn how four Cs — collaborate, customize, communicate, and connect — can help the community of the business manage digital assets.
Dynamic creative optimization (DCO) is a technology that uses data to choose – in real time – the most relevant set of visual components to show, optimizing the brand’s creative message to be more personal to the user. In this Slideshare, Innovid provides best practices for your DCO strategy.
Joe Pulizzi's Epic Content Marketing - Sample ChapterJoe Pulizzi
This is a free, sample chapter for Joe Pulizzi's book "Epic Content Marketing - How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less". The book is now available for purchase at Amazon.com, B&N and wonderful bookstores near you.
The Future of Content Marketing: 10 Things to Consider Today
Over the last few months. Joe Pulizzi has been sharing exclusive insights in CMI’s weekly newsletter, The Content Marketing Revolution. These tips are things that struck him each week, but when we looked at them in total many had a theme: they help marketing leaders prepare for the future of content marketing. The ideas range from big to small and quick to implement and a bit longer-term, but all are things you should be thinking about today. For more exclusive insights from Joe, subscribe to The Content Marketing Revolution. What do you really need to know to prepare for the future of content marketing?
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
Content marketing conversations priorities, problems and predictions for 201...King Content
Content marketing conversations priorities, problems and predictions for 2015
10 marketing leaders from across APAC share
where they are focusing their marketing
budget and energy in 2015.
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketersJack Morton Worldwide
A fresh, no gadget take on the 2015 International CES, this report covers the top trends marketers and brands need to know as they enter 2015. Based on the evolution of the CES show over the last several years, the report also documents the rising in notoriety and popularity of CES within the marketing and advertising industry, now rivaling events like the Cannes Lions International Festival of Creativity and SXSW Interactive.
After 48 years in existence, the event shows no signs of slowing down. 2015 marked the largest CES in history, with over 170,000 industry professionals in attendance and more than 2.2 million net square feet of exhibit space occupied by exhibitors. Today, the show sits comfortably at, as the Consumer Electronics Association (CEA) has dubbed it, “the center of convergence among content, services and products.”
The theme of the 2014 MarketingProfs' B2B Marketing Forum is "Marketing For What Comes Next." Lee Odden of TopRank decided to ask some of the brightest minds in marketing to make predictions about where marketing is heading. What he got ranged from realistic to ridiculous, but all were packed with insight.
Each year the Content Marketing Institute, in partnership with McMurry/TMG, finds the best content marketing practitioners and selects finalists and fetes the overall Content Marketer of the Year at Content Marketing World. This year this will take place September 10, 2014 in Cleveland, Ohio.
Digital marketing has the potential to achieve the dreams marketers have held for generations: the ability to directly reach potential customers at the right time, with the right message, every time. This dream consists of the extraordinary ability to track marketing efforts and consumer behavior in order to optimize budget and understand the audience and what is most effective, as well as the innovation and technology to manage all of this efficiently and easily.
Social Media Marketing Framework That Works For B2B BusinessesDigital Vidya
How to create a successful strategy for implementing Social Media Marketing, Campaigns in B2B Businesses. This presentation explains the Social media marketing framework that works for B2B businesses.
CES 2015: A No Gadget Report for Marketers & BrandsBen Grossman
A fresh, no gadget take on the 2015 International CES, this report covers the top trends marketers and brands need to know as they enter 2015. Based on the evolution of the CES show over the last several years, the report also documents the rising in notoriety and popularity of CES within the marketing and advertising industry, now rivaling events like the Cannes Lions International Festival of Creativity and SXSW Interactive.
After 48 years in existence, the event shows no signs of slowing down. 2015 marked the largest CES in history, with over 170,000 industry professionals in attendance and more than 2.2 million net square feet of exhibit space occupied by exhibitors. Today, the show sits comfortably at, as the Consumer Electronics Association (CEA) has dubbed it, “the center of convergence among content, services and products.”
Red Ant: Digital Strategy Whitepaper 2011Brian Crotty
In 2009, the IAB (Internet Advertising Bureau) predicted that internet advertising – just one small part of a digital strategy - would
overtake TV advertising by the end of the year. This was inaccurate – according to the IAB’s own figures, internet ad spend
outstripped TV ad spend a good three months before the end of 2009. The UK is now the world’s first major economy to spend
more on online advertising than on TV – currently, the internet takes 23% of all advertising spend, compared with 21.9% for TV.
And, according to analysis by business consultants Price Waterhouse Coopers, over the last 12 months most digital media
categories grew by more than originally forecast, despite a challenging economic climate which frequently had a devastating
effect on other, more traditional marketing activities. Digital is clearly still the fastest growing area of marketing, customer
retention and engagement. Inevitably, digital channels and engagement through digital channels are now not only an expected
part of audience experience when connecting with a brand - they are often at the core of an audience member’s engagement
with a brand. Audience expectation has increased to such a level when considering brand engagement that:
• it is no longer acceptable for a brand to wait for the audience to visit
• brands must actively communicate to prosper
• positive engagement snowballs, arrogance creates stagnancy
The Future of Content Marketing: 10 Things to Consider Today
Over the last few months. Joe Pulizzi has been sharing exclusive insights in CMI’s weekly newsletter, The Content Marketing Revolution. These tips are things that struck him each week, but when we looked at them in total many had a theme: they help marketing leaders prepare for the future of content marketing. The ideas range from big to small and quick to implement and a bit longer-term, but all are things you should be thinking about today. For more exclusive insights from Joe, subscribe to The Content Marketing Revolution. What do you really need to know to prepare for the future of content marketing?
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
Content marketing conversations priorities, problems and predictions for 201...King Content
Content marketing conversations priorities, problems and predictions for 2015
10 marketing leaders from across APAC share
where they are focusing their marketing
budget and energy in 2015.
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketersJack Morton Worldwide
A fresh, no gadget take on the 2015 International CES, this report covers the top trends marketers and brands need to know as they enter 2015. Based on the evolution of the CES show over the last several years, the report also documents the rising in notoriety and popularity of CES within the marketing and advertising industry, now rivaling events like the Cannes Lions International Festival of Creativity and SXSW Interactive.
After 48 years in existence, the event shows no signs of slowing down. 2015 marked the largest CES in history, with over 170,000 industry professionals in attendance and more than 2.2 million net square feet of exhibit space occupied by exhibitors. Today, the show sits comfortably at, as the Consumer Electronics Association (CEA) has dubbed it, “the center of convergence among content, services and products.”
The theme of the 2014 MarketingProfs' B2B Marketing Forum is "Marketing For What Comes Next." Lee Odden of TopRank decided to ask some of the brightest minds in marketing to make predictions about where marketing is heading. What he got ranged from realistic to ridiculous, but all were packed with insight.
Each year the Content Marketing Institute, in partnership with McMurry/TMG, finds the best content marketing practitioners and selects finalists and fetes the overall Content Marketer of the Year at Content Marketing World. This year this will take place September 10, 2014 in Cleveland, Ohio.
Digital marketing has the potential to achieve the dreams marketers have held for generations: the ability to directly reach potential customers at the right time, with the right message, every time. This dream consists of the extraordinary ability to track marketing efforts and consumer behavior in order to optimize budget and understand the audience and what is most effective, as well as the innovation and technology to manage all of this efficiently and easily.
Social Media Marketing Framework That Works For B2B BusinessesDigital Vidya
How to create a successful strategy for implementing Social Media Marketing, Campaigns in B2B Businesses. This presentation explains the Social media marketing framework that works for B2B businesses.
CES 2015: A No Gadget Report for Marketers & BrandsBen Grossman
A fresh, no gadget take on the 2015 International CES, this report covers the top trends marketers and brands need to know as they enter 2015. Based on the evolution of the CES show over the last several years, the report also documents the rising in notoriety and popularity of CES within the marketing and advertising industry, now rivaling events like the Cannes Lions International Festival of Creativity and SXSW Interactive.
After 48 years in existence, the event shows no signs of slowing down. 2015 marked the largest CES in history, with over 170,000 industry professionals in attendance and more than 2.2 million net square feet of exhibit space occupied by exhibitors. Today, the show sits comfortably at, as the Consumer Electronics Association (CEA) has dubbed it, “the center of convergence among content, services and products.”
Red Ant: Digital Strategy Whitepaper 2011Brian Crotty
In 2009, the IAB (Internet Advertising Bureau) predicted that internet advertising – just one small part of a digital strategy - would
overtake TV advertising by the end of the year. This was inaccurate – according to the IAB’s own figures, internet ad spend
outstripped TV ad spend a good three months before the end of 2009. The UK is now the world’s first major economy to spend
more on online advertising than on TV – currently, the internet takes 23% of all advertising spend, compared with 21.9% for TV.
And, according to analysis by business consultants Price Waterhouse Coopers, over the last 12 months most digital media
categories grew by more than originally forecast, despite a challenging economic climate which frequently had a devastating
effect on other, more traditional marketing activities. Digital is clearly still the fastest growing area of marketing, customer
retention and engagement. Inevitably, digital channels and engagement through digital channels are now not only an expected
part of audience experience when connecting with a brand - they are often at the core of an audience member’s engagement
with a brand. Audience expectation has increased to such a level when considering brand engagement that:
• it is no longer acceptable for a brand to wait for the audience to visit
• brands must actively communicate to prosper
• positive engagement snowballs, arrogance creates stagnancy
Digital Marketing Trends: 2018 Holiday Season - ClickZ/KenshooClark Boyd
Brand new research by ClickZ, in collaboration with Kenshoo, has identified the key trends among advertisers for this holiday season. With 46% of advertisers set to spend more than they did last year and a further 46% set to spend "at least the same amount", a host of new trends and tactics will play out over this vital ecommerce period.
This report will reveal a host of exclusive findings, including:
- Where - and how much - brands plan to spend this holiday season
- How and why plans have changed since 2017
- How digital marketing strategies differ across industries
- The role of Amazon Advertising over the holidays
- The new tactics advertisers are planning to employ, across search and social
Ahead of the marcus evans CMO Summit 2022, read here an interview with Joanne Woo discussing why companies need to transition to movement marketing, and how they can activate their brand’s purpose.
Over the last year, Skyword interviewed top agency marketers to learn how they were tackling the content marketing challenge. “Agency Content Innovators,” collects the best moments and most valuable lessons from our interview series.
The Future of the Brand and Marketing FunctionThe Team
We’ve all experienced the significant technological and societal changes over the past decade, and none more so than those working in the function of a brand or marketing. At the sharp end of staying ahead of the curve, brands and how they market themselves have evolved; redefining experiences to connect better with audiences, embracing the benefits (and challenges) of technology and rising to meet increasing demands and competitive noise. And that has never been more true than right now.
So, what’s been the impact of this continuous change and challenge on the people and structure of the brand and marketing function within organisations? Has there been a natural evolution in response to the changing world around us? Or is there still too much adherence to traditional structures, skills and ways of working?
In partnership with The Introduction we hosted a roundtable session with senior leaders to discuss the role of the functions; the role of agencies; the impact of agile working on the brand and marketing functions and the likely skills we will all need to adopt in the future.
We’ve all experienced the significant technological and societal changes over the past decade. That’s being fast tracked now – the question is, how do we learn from this.
Download the white paper for free here: http://campaign.theteam.co.uk/the-future-of-brand-marketing-functions-white-paper
Thank you to our contributors:
- Wendel Hofman, Brand Manager at Aegon
- Jill Murray, CMO at Arcadis
- Katharina Manns, Head of Marketing & Communications at Arvato Supply Chain Solutions
- Mark Evans, Managing Director Marketing & Digital at Direct Line
- Eugenie Biddle, Head of Brand & Customer Communications, NS&I
- Joslin Myrthong, SVP & Head of Marketing at Telenor
- Jan Broers, Senior Marketing Manager at Uniper
Let customer insight guide your bank's content marketing strategySounds About Write
While many banks and financial institutions continue to turn to content marketing to engage their prospective buyers and customers, the reality is the overwhelming majority are struggling to achieve success.
A presentation I gave at Digital Summit: Mass publishing is the lowest form of value the internet can provide you. Relying on a content publishing model for lead generation, and relationship building will not give you the sustainable, or scaleable competitive advantage you need to succeed in this new world of infinite noise. Nobody cares about your content because you’ve missed the true reason people consume content, because it fulfills their inner purpose. Learn what the five pillars are and why they must be new foundations for the future marketing organization.
Killing Marketing Come prima uccidere e poi far rinascere il marketing 3.0Adv Media Lab
Over the past 20 years marketing has fundamentally changed, and yet most organization (and marketers) are marketing exactly the same way. The most innovative companies in the world have identified this changed and have started to move marketing from a cost (ora a tax on the business) to an actual profit center.
iStart feature: All you need is love: A modern marketers's tech guideHayden McCall
The arrival of new technologies has opened opportunities for marketing, but taking advantage of them requires a significant shift in modus operandi. In today's 'age of the customer' where consumers have easy access to a multitude of research tools, marketing is all about leveraging technology to gauge customer sentiment and build reputation based on honesty, openness and authenticity. Clare Coulson asked industry thought leaders how businesses should behave and where technology fits....
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
Marketing je jednou z oblastí, která se mění každým dnem. Objevují se stále nové postupy a nástroje, které jsou stále sofistikovanější a umožňují skutečně přesně zacílit tam, kam potřebujeme. Problémem ale je, že mnoho firem těchto možností stále ještě nevyužívá. A mnohdy o nich možná ani neví. Nejen pro ně, ale i pro všechny ostatní, které zajímají novinky z oblasti B2B marketingu, připravila společnost Top Vision další ročník konference Marketing Challenge Forum.
The CMO’s Imperative - Tackling New Digital Realities
marketing magazine
1. MAR ETING
EVENTS
And the key to becoming future-ready is to
keep the customer experience at the heart of
it all. Customer centricity is the key in making
sure customers remain loyal to brands
"Marketing in the last five years has changed
so much, it is exciting and scary at the same
time " Wong said, adding that what makes it
exciting is that analytics and data can tell brands
so much more about a customer now
Brands now have the ability to track
exactly how far their customers have interacted
with them - when a customer has logged in,
checked out the website, left the website at
what point, or how much time they spent. All
this data is a gold mine for marketers
Also, as a result of the boom in digital
and social media consumption, unstructured
data has also proliferated. "If brands are able
to combine this with the company's existing
CRMs, they have the power to look at the
entire customer journey - that will be a key
differentialor going forward, " Wong said
However, all of these goals can be achieved
if brands have the right talent in their marketing
departments. Citing a Harvard Business
Review, Wong said the study identified that
there were three categories of employees in
Economic turbulence across markets be the biggest priority. In the olden times, the marketing team which shape the bench for
continues to grow. China's slowing growth and the spray and pray strategy worked for many growth - thinkers, feelers and doers.
"Thinkers are skilled at analytics, customerEurope's ongoing struggles are putting markets brands, but that strategy is grossly dated in
segmentation and scenario analysis. Feelersglobal Iy at peril. Businesses, therefore, are today's times
"We talked about awareness, above-the- connect to customers and communicatenaturally playing it safe, marketing budgets are
being revaluated and prudent ways to measure line campaigns and so on, and with that one internally. Doers execute marketing initiatives,
the effectiveness of every dollar are being put big marketing push we would hope the brand which is essential in today's 2417, always-on
awareness goes up, but that doesn't work economy, " the study saidin place.
In an organisation, depending on the need,It's time to ask marketing the tough anymore, " she said
"Now it is all about being targeted - creating a brand has to configure a mix of these threequestions for the road ahead. In economic
"That's how you come up with agile teamsuncertainty how can marketing properly justify brand awareness isn't the real deal. Creating
There is no one-size-fits-all solution to talent, "
its place in the bottom line? And how can you awareness among the right audience is what is
Wong saidsafeguard your company from the risks of an imperative. "
At IBM, Wong said every marketing dollarunpredictable market place?
Content at the heart of new-age marketingTo answer these questions, Marketing was tracked
"Marketing ROl is a serious discussion These transformations taking place inmagazine, together with the BBC, organised a
for us. What levels of interest/lead marketing marketing also means the era of one-offhalf-day event
In a conversation with Karishma Vaswani. activities have generated - through events or massive campaigns are over and the need is
the Asia business correspondent for BBC otherwise - is something we track very closely. " for brands to be always-on. or at least engage
This is one big change that has happened audiences consistently. It has underlined theNews, Susie Wong, CMO for IBM ASEAN,
spoke about the realities of marketing in today's from the past owing to the economic
uncertainties and the realities of global marketsturbulent times
Another massive change brands are"The pressure on marketing to be effective
is real, more so in Asia. It's a no-holds barred dealing with is technology. Technology is a
conversation we have at IBM, where we track major disrupter and new-age tech-based
every dollar we have spent on marketing and companies are proving to be a threat for
the vatLie it has added, " she said adding that established players' Citing the examples of
Uber and Airbnb, Wong said brands who weredata is at the heart of it all
For marketers to operate optimal Iy able to deal with the "unknown unknowns"
becoming data and consumer centric should were the ones who would thrive
the
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need for compelling content marketing more
than ever before. How are marketers organising
themselves to generate, disseminate and
amplify content? The second half of the event
focused on this topic
Sock Hwee Tan, director of marketing and
communications for Asia Pacific at Ups, said
in the past marketing teams were focused
on channels or products, but that structure
doesn't make sense anymore because lines
have blurred
"Instead of looking at channels and products
we are looking at what content will resonate with
our audience and who in the organisation is best
placed to create it, " she said
Content marketing has forced brands to
look inwards - find great stories from within and
share with the target audience - but what does
it take to realign the teams to meet the current
The BBC has recently come up with BBCwere the hardest things to break - whether itneed?
Story works which brings editorial insights toHe Iene Blanchette, digital marketing leader, was product silos or departments
Fuji Xerox has embarked on its content corporate storytelling helping brands createregional digital marketing and business support
for Fuji Xerox Asia Pacific, said anyone working journey with much seriousness. Although, "not content tailored for their audience.
"While media agencies are well entrenchedin a large corporation would agree that silos quite there yet", she said it has a sound strategy
in the process of content creation andin place
It has crea ed the role of a content manager production, publishers are beginning to have
who sits in the new digital marketing team. The direct conversations with clients as well, " he
prerogative of the team is to oversee all digital said, adding that one of the foremost factors
efforts and fully align digital with other marketing for the success of content marketing is having
a clear objective of what the piece of contentstrategies
"We want to make sure digital and the should do for the brand.
There are three key factors which determinephysical world are not looked at as two separate
things. We are conscious of the fact that we the success of content marketing for brands -
access, assets and approval.don't want to build a digital island, " she said
"These determine how well their contentFuji Xerox also created a hybrid team
internally, with people from different strategy will work, " he said
Content marketing is way too critical forbackgrounds and departments slowly moving
into the digital team. This is to ensure the team it to be outsourced, speakers on the panel
fully understands all aspects of the business discussion said. While agencies and vendors
could come to add value and help amplifyand creates content that is robust.
Given the enhanced role content is plying content, the process should be led from within
in marketing, client structures were evolving, the client organisation.
"If we ask agencies to create contentsaid Ajistair MCEwan, SVP of commercial
externalIy, they will do it, but it will be superficialdevelopment for Asia and ANZ, at BBC
- especially in the B2B space where client
relationships are fairly deep, " Blanchette said
Content marketing, idealIy, should play
the role of a unifier within the company - be
it leveraging employees for content or global
counterparts to source for relevant content and
adapt it to local markets
"There are new dynamics at play when it
comes to content and brands are in the process
of figuring what is best for them. There is a need
to pull in employees as they are a brand's true
asset and this involves the breaking down of
silos, " Tan said
60 MARKETING JANUARY - FE aRUARY 2015
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WWW MAR KETING -INTERACTIVE COM JANUARY - FEBRUARY 2016 MARKETING 61