While marketers applaud the new Unilever CEO’s commitment to increase influencer use, eyebrows should be raised as to the real impact on the influencers themselves.
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In a world where attention is expensive, your message must be economical. It doesn’t matter if this is creatively valid — this is the reality we face now.
Thirty-five years after inventing the world wide web, Sir Tim Berners-Lee is still trying to create an internet that maximises social good. His core mission is to decentralise the web by liberating data from tech platforms.
Ad-funded content on platforms doesn’t work because there are too few platforms and the rents are too high. As media fragments and production businesses suffer, creators must diversify to survive.
There is a risk that the automated, AI-led black-box systems touted by holding companies and platforms would be no more successful than their predecessors. I propose an alternative.
It’s time to abandon a fixation with channels in favour of a content-led approach — and prepare for a future where end-to-end solutions are the norm. The definitions and techniques that have dominated marketing practices are becoming obsolete.
In a shifting landscape, marketers need to think about more than just where their social media activity appears. Proper governance is critical to reputational success.
In a world of hot takes, misleading social media memes and polarising algorithms, a trusted environment for brands is a necessity.
It may be too painful to accept that what Elon Musk is doing to our industry is highly dangerous. We must all resist the urge to see this shocking behaviour as the new normal.
That small rectangle in the corner of the screen proved that advertising could work differently, viewers could have a choice and, given the option, people will engage when brands respect their time.