Channel: Content Marketing

Airbnb’s new video strategy lets experience and branding drive profits

Airbnb is turning its eye towards developing original shows in an effort to create lasting relationships with travelers, Reuters reported last week. It seems like every company is getting into the media game these days, with the scope of projects limited only by their resources. But, by going all-in on video without a clear blueprint …

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Podcast ads projected to grow to 4.5% of global audio ad spending by 2022

Podcast advertising spending is expected to double to $1.6 billion by 2022, according to a study by advertising research firm WARC. This figure accounts for 4.5 percent of global audio ad spending, up from 1.9 percent in 2018. More stats. The study also found that: 78 percent of listeners don’t mind branded sponsorships because they …

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We can’t live without digital media, but why would we want to?

“But dad, I can’t live without them!” My daughter Judy and I were once again locked in the battle over screen time by now familiar to many of today’s parents and significant others. We had turned a day of errands into some father-daughter time with a few fun diversions and I was hoping she would …

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Donald Glover’s Airdrop stunt at Coachella proves experiential marketing gets bolder with influence

Artist Donald Glover (aka Childish Gambino) used iOS Airdrop at Coachella to surprise random festival-goers with a photo of shoes he created in collaboration with Adidas. Those who accepted the Airdrop received a free pair of the sneakers – with terms and conditions, of course. The lucky recipients had to sign a contract stating they …

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Learn how to discipline your story to serve your digital transformation

A digitally transformed organization is a content organization. You now manage a continuum of experiences across an expanding range of digital customer touchpoints. And all those experiences need content constantly. The good news (besides the data that comes from such a continuum) is that you have a lot of opportunities to bolster your story. However, …

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Why brands need to take ASMR more seriously

Slime. It’s the biggest crafting craze of 2018 and a rising video sensation. There were nearly 25 billion slime video views last year. Big box retailers are reporting glue shortages across the country. Crafting brands are getting into the game, sponsoring content and making last minute products like sparkly glue to jump on the trend. …

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Spotify acquires Parcast storytelling podcast studio

Spotify announced Tuesday that it has entered into a definitive agreement to acquire Parcast, a storytelling-driven podcast studio. Terms of the transaction were not disclosed. “The addition of Parcast to our growing roster of podcast content will advance our goal of becoming the world’s leading audio platform,” said Dawn Ostroff, Spotify Chief Content Officer. Parcast …

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Reaching the elusive digitally-driven millennial consumer

Nielsen describes the millennial generation as today’s “most coveted consumer demographic from a marketer engagement perspective,” and brands and agencies are investing millions in digital advertising to reach them. Not only are millennials on pace to become the nation’s largest living adult generation in 2019, but according to the latest projections they are also wielding …

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Adobe, WordPress, Google Docs lead CabinetM list of content marketing tools

Content marketing technology is the sixth most common layer of customers’ martech stacks, said Anita Brearton, CEO of CabinetM, a marketing technology management platform. And based on her company’s list, Adobe, Google and WordPress are the most common of that mix. “There is no longer a clean line between content marketing and marketing technology,” said …

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B2B marketers should quit treating millennials like previous generations

In recent years, business-to-consumer marketers have been rightly obsessed with millennials because they are increasingly becoming household decision-makers. At the same time, they are becoming decision-makers for corporations and small businesses as well. In fact, 73 percent of millennials who work in business are involved in the technology-purchasing process for their companies. It’s time for …

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