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Blog
Traditional Ads Meet Content Marketing at Ad Week 2016
Posted on 3 October, 2016 at 8:07 |
This blog first appeared on the website of CRN International, where I am the company's Marketing Director. Hold on. We’ve heard some 300 sessions X 13 years at Advertising
Week preaching the glory of content marketing. Yet there was the
moderator of a radio industry panel asking her CMO panelists what final
message they’d like to leave for a room full of potential radio
advertisers. It was the invitation for a blatant “pitch” – if that
word is even in the marketing lexicon anymore. Their answers came in
the form of live “spot ads”— much like radio ads often buried within
long commercial stop sets but in this case buried within four days of
nonstop presentations. And so it was at this consummate industry
tailgate party, once again taking possession of New York’s Times Square
with some 100,000 attendees. The event is not so much a “Guide to
Effective Marketing” as it is “A History of the World as We Know It”–
tackling social, political, cultural and psychological issues as
thoroughly as programmatic, data, digital and the like. There were
enough maxims to put Confucius to shame. So imagine how light-hearted it
was to hear Cosmopolitan Editor in Chief (and now also Hearst Chief
Content Officer) Joanna Coles point out the diamond “as big as a baby”
on her fellow panelist to the left and the lack of a bra on her panelist
to the right. You know, maybe Radio Advertising Bureau CEO Erica
Farber wasn’t so off track with her “pitch” question to radio CMOs. In
our offices here at CRN, we’ve committed to memory radio’s weekly reach
of some 247 million Americans, its favorable showing both locally and
nationally vs. other media, and its incredible appeal to Millennials. In
a nutshell, brands can be part of a great story on radio. What’s more, if nothing else, Advertising Week 2016
woke us up to the reality that content marketing, while a nice idea, is
so omnipresent that only a sliver of what’s offered up to us every
waking moment gets any traction. Said Jennifer Zeszut, CEO of marketing
analytics firm Beckon, “We are creating content faster than we can
measure the quality control of it.” In a presentation, Zeszut
cited company research based on some $16 billion in client spending that
just 5 percent of all content generated 90 percent of consumer
interactions. “In other words, 19 of 20 pieces of content get little to
no engagement.” Conclusion: Companies churning out content just for the
sake of it (she noted two clients that developed 29, 000 and 50,000
pieces of original content) will only go so far, and not necessarily far
enough given the effort. Lack of engagement, Beckon says, is the
best-case scenario; the worst case is that low-quality content will
actually hurt the perception of a brand and, ultimately, sales.
Recommendation: Don’t make “number of pieces published” a main KPI but
rather make those KPIs more outcome-focused. Another key learning
from Beckon: Don’t confuse “total brand mentions” with “total
consumer-initiated brand mentions.” It is much more effective to have
consumers touting your story. As Venky Balakrishnan, Global Vice
President, Digital Innovation, of Diageo agreed on a separate panel,
“Being #7 on somebody’s Top Ten list is better than having to shout out,
‘Buy me.’ ” Then there’s the question of the right content
delivered in the right manner. Randy Freer, President of Fox Networks
Group, said we have to get away from our obsession with chasing the
latest hot platforms and instead focus on what we’re trying to say and
how we’re saying it. The proper platform will follow. Makes sense.
In fact, Gayle Fuguitt, President and CEO of the Advertising Research
Foundation, cited a statistic indicating, “Seventy-five percent of the
impact of any campaign is dependent on the creative.” In order to
get that creative right, a lot of discussion revolved around the need to
have a diverse team within your creative departments to represent a
realistic cross-section of opinion and synergy with the appropriate
target demographics. “Diversity is a big strategy for us,” said Brad
Jakeman, President, Global Beverage Group, PepsiCo. “We need different
approaches to problem-solving.” Echoed Kristin Lemkau, CMO of JPMorgan Chase, “We need to get a cross-section of consumers on our marketing team.” Jakeman
also noted the importance of company culture in getting a message
across and growing a business. “Culture is almost impossible to change,”
he said. “But what can you identify to change within a culture? People
don’t just want to know what the company makes, but what makes the
company.” For an enormous marketing organization like Procter
& Gamble, it naturally has to engage with consumers across all
platforms. And the messaging is critical. “We have to tailor our
creative so that we still look like one brand,” said Marc Pritchard,
Chief Brand Officer. “We have to communicate the features and
personality of the product, and figure out how to express it in 30
seconds. We need to think of the idea first.” In the end, it’s all
about driving growth. So consider the statement from Catharine Hays,
Executive Director of Wharton’s Future of Advertising Program:
“Marketers are becoming the new Chief Growth Officers in a world that is
not growing.” “Traditional mindsets about advertising and
marketing must be challenged,” she said. “The rise of the attention
economy requires a new marketing model.” As such, she said it is
important for companies to put aside significant dollars to fund
internal learning. “Marketers need experimentation without the fear of
failure,” she said. To that point, Anna Fieler, Executive VP of
Marketing for POPSUGAR, said, “We are minding the core but experimenting
vigorously in new channels.” Ok, and now on to the other 243 sessions…. |
Categories: Advertising Week
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winele
1:23 on 25 February, 2022
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ed-bluray-movie
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atest

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leonkal
15:15 on 26 February, 2022
leonkal 31ebe8ef48 https://wakelet.com/wake/SlsgH6hEFcRwYPcauAns3
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the-radiohead-ticket/

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amreire
17:02 on 27 February, 2022
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betsdavy
13:49 on 28 February, 2022
betsdavy 877e942ab0 https://wakelet.com/wake/iq5jDghj2CdzAaGXioHrS
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aleegavr
10:05 on 1 March, 2022
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flonarc
0:30 on 2 March, 2022
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lasacaz
15:30 on 2 March, 2022
lasacaz 219d99c93a https://coub.com/stories/4271195-key-wic-reset-full-version-iso-p
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ersion-nulled-torrent-iso
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ild-full-activator
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ild-full-activator
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t-64
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orrent
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ual-watch-online-full-mkv-dual-blu-ray-watch-online
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0

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jarbald
2:04 on 5 March, 2022
jarbald d9ca4589f4 https://wakelet.com/wake/zuKEqikc0aP3Crk0FuLFd
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mariderb
16:30 on 5 March, 2022
mariderb 219d99c93a https://coub.com/stories/4260585-full-fsdreamteam-kdfw-pc-zip-pat
ch-download
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ws-cracked-32bit
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mate-32-keygen
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ed-utorrent-zip-dmg
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ent-full-edition-zip
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dows-full
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ent-full-edition-zip
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dows-full
https://seesaawiki.jp/edreiveti/d/16th%5fmonth%5f%2d%5fJuly%5f201
0%2c%20DSCF5298%20%40iMGSRC%2eRU

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tonchan
8:34 on 6 March, 2022
tonchan d9ca4589f4 https://wakelet.com/wake/yARzNTPw1ZLVIpdM20VXQ
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zeirdwi
18:51 on 6 March, 2022
zeirdwi 219d99c93a https://coub.com/stories/4233067-free-collaboration-for-revit-201
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erial
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erial
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daybla
10:49 on 7 March, 2022
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