For a century, Marketers have been in the business of interruption. That is, inserting their brand messages in between the consumer and the content he is actually trying to get to.
In this three-part video series, I discuss how brands must harness the power of storytelling and #contentmarketing to succeed in this new era of new digital media. In this first video, I talk about how digital media has changed consumer expectations and Brands must no longer rely on interruption to reach audiences. https://youtu.be/WhZheHdKfxQ In this... Continue Reading →
In the age of on-demand digital media and ad blocking, Brands must move away from interruption-based marketing and instead develop content that audiences want to consume. That means learning how to think like media companies. https://youtu.be/CRzZ9Te5Rqg
Earlier this week, at the Asean CMO Experience in Kuala Lumpur, Malaysia, I got the chance to talk about my favorite topics: Star Wars, Marvel superheroes and Content Marketing. In my presentation Why Brands Must Think and Behave Like Media Companies: Rethinking Marketing with Lessons from Hollywood, I discuss why consumers in the digital media... Continue Reading →
The challenge for brands in the age of consumer choice is this: create content that my target audience will seek out and willingly consume, rather than avoid.
Last week I talked about why brands must master storytelling and take their lead from Hollywood with Click2View's Simon Kearney for their inaugural podcast. The podcast is available on iTunes here. You can also play it below: https://soundcloud.com/simon-kearney-1/the-click2view-content-hour-episode-1
With the rapid growth in social media and content marketing, there is greater interest than ever among brands to embark on “influencer” campaigns. Recently, I participated in a panel discussion at Content 360 in Singapore where this topic was discussed. Here are a few things for brands to consider before working with influencers: Look beyond... Continue Reading →
For my parents’ generation, career advice was relatively straightforward: get a high-paying job with a large, stable company and you’re pretty much set up for life. Even today, this is still considered conventional wisdom, especially in Asia where large conglomerates dominate several industries. I once had one of those “stable” jobs, a marketing management position... Continue Reading →