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MillerCoors is taking its ambitious branded content initiative to the next level—this time by testing campaigns with 26 different technology companies, each one chosen for its ability to address a different pain point for the beer conglomerate. “The way we’re thinking about technology is one foot in today and one foot in tomorrow,” says Stevie Benjamin, the senior director o ...
Global technology and consulting company IBM builds a lot of neat things: supercomputers, game console microprocessors, artificial intelligence. Few of its brilliant inventions are easily explained to non-technological folks, yet for the 103-year-old company, that’s okay. The tech giant has found a way to be extremely innovative even when its inventions and services are perplexing.
Ask anyone in publishing: Getting an audience to your content is one thing; getting repeat visitors who engage with and share your content is another. In 2014, audience engagement is the name of the game no matter what type of publisher you are, and tricks for building a loyal audience are becoming a prized commodity.
Content Marketing, Owned Media There’s a cliché about branded content that holds a lot of truth: “It’s a marathon, not a sprint.” After all, it takes a fair amount of time for most every publisher to build a loyal audience. But for brands accustomed to running—and budgeting for—quick-burst, three- to four-month campaigns, switching to a marathon mindset can be a challenge.
With 90 percent of marketers doubting their ability to measure branded content, something is clearly amiss in the land of ROI. That uncertainty spreads to the brand-sponsored content that runs on the sites of publishers like BuzzFeed and The New York Times, where there’s plenty of debate over the best way to sell sponsored content and measure its success.