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.
Why I have managed to constantly adapt to different industries and reinvent my career over more than two decades is because I find there is always something new to learn. And more often than not, those lessons come from people much younger than myself.
If the consumer feels a brand adheres to the same principles that he himself holds dear, then he is more likely to remain loyal to that brand.
The magical 90-120 sec video formula is a myth propagated by companies who want to sell you 90-120 sec videos (and the platforms that carry them). What most consumers are unwilling to watch for longer than a couple of minutes...is bad content.
One of the most often invoked phrases is the need for companies to “fail fast.” Too often, this is pure lip service.
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
Combining an influencer outreach programme, traditional PR and an initial burst of paid media can give your content that boost it needs to get an audience’s attention and get that Share snowball rolling.
I may be the one that takes home the gong but I share the credit with our agency partners, Ogilvy, BBDO and MEC, SingTel management and most of all my amazing Digital Marketing team at SingTel.
We had a very busy day yesterday. A fire in one of SingTel's facilities yesterday afternoon disrupted mobile and broadband services in some parts of Singapore. Thankfully no one was injured. Our dedicated engineers worked through the night to restore service. For me I will also remember it as the day we tweeted some Singapore Civil Defence... Continue Reading →