©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
With the growth of social and mobile networks, the proliferation of consumer-generated content, and the increase of control in the hands of consumers, the ways in which brands connect with their markets is undergoing a significant shift. No longer can a brand easily interrupt a consumer’s media consumption. Rather, a brand has to fight for attention by creating its own compelling content.
In their forthcoming book, Digital Impact: The Two Secrets To Online Marketing Success, Vipin Mayar, EVP, Global Director of Performance Marketing, Search & Analytics at McCann Worldgroup & MRM Worldwide, and Geoff Ramsey, CEO of eMarketer, urge marketers to embrace the opportunity to think creatively about content and to tie those efforts to business outcomes through metrics.
Jeff Pundyk sat down with Mayar and Ramsey recently to talk about how and why.