...The argument being that the explosion of publishing activity on behalf of brands and the growth of content marketing is leading to an inevitable devaluation of content, the current rock star of digital.
While we’re certainly witnessing an increase in the sheer volume of content brands produce as they complete their transformation into publishers, that doesn’t mean the wholesale desensitization of audiences to branded content anytime soon. It just means the industry needs to get smarter in how it delivers the content.
Let’s use the example of dining out in New York City. At any given time there are upwards of 20,000 restaurants throughout the city, with new ones added every week. Does that mean people are going to get tired of dining out? Making sense of the infinite amount of choices we have isn’t about halting new restaurants from opening or, in the case of content marketing, original content from being created – it’s about providing better filters to help consumers identify what they want, and to help them do it quickly....
Influencer marketing is reshaping the way businesses market and sell their products. Find out what three of today's top experts have to say about it....There are some marketing pros out there who think that influencer marketing is a game-changer. Social media has leveled the playing field so that it’s not just the Lady Gagas and Justin Biebers of the world that can influence a gaggle of girls to buy a new perfume – now everyone has the potential to become an influencer in his or her own career. Consumers trust their friends, family and advocates far more than they trust banner and TV ads, and they’re more likely to make a purchase because of a recommendation than a billboard.As a brand champion for talent, I think it’s important to understand how influencer marketing is reshaping the way businesses market and sell their products and create brand ambassadors, so I recently sat down with three respected authorities in the field of influencer marketing. We talked about the state of influencer marketing today, the impact that greater transparency has on the marketplace, and the increasing role that more transparent influencer platforms and tools will play for leaders....
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