They realize that getting someone to buy an energy drink on impulse through social media targeting is one thing and cultivating a loyal audience is another, and having content can help.
"We naïvely thought that Instagram was going to be a growth channel forever, but posting ads with your products just doesn't cut it anymore," Normandin said. "Consumers are getting smarter, and brands of the future will start to look a lot like media companies.", there are more media channels to fill and content being consumed than ever before. Several other brands including P&G and Anheuser-Busch are using branded content as people turn off traditional ads.
"There's been a pretty dramatic democratization of both production and distribution, and that's made finding producers and creating content far more attainable today," said Mark DiCristina, head of brand and Mailchimp Studios. "This creates an opportunity for a different kind of relationship with customers where we're not paying for impressions and interrupting people.
"As great as they are, they are ultimately ad agencies, and we are trying to make things that are not ads," said DiChristina.
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