Social media, social media, social media!
In recent years that has been the mantra many marketing executives have heard as consumers shift their media viewing practices to digital, and as a result marketers have had to adjust their marketing programs.
As channels grew, blogs, Facebook, LinkedIn, and Twitter; marketers looked for opportunities.
As technologies matured; SMS, smartphones, and tablets; marketers started to realize building quality content on their own platforms was going to be much more complicated.
Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence at Coca Cola recognizes the need for more content when he said,
“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity."
Jonathan's colleagues recognize the change in the media landscape as more marketing dollars move to custom content. Content marketing is set to capture a larger portion of the budget in the next couple of years. As the 2011 Roper CMO survey ContentWise Spending Survey reveals, in that 66% of top marketers stated content was set to capture a larger portion of their budget in 2011 compared to 59% in 2006.
While according to the same Roper CMO survey, internet related content channels have increased in frequency of use by marketers between 2006 and 2011.
I think one of the biggest questions in the industry about the rise of more content. Is how does the marketer cope with the new channels, and manage the process of leveraging content across multiple channels?
That's what the 2012 Custom Content Council's conference hopes to cover, by discussing how marketers are using "new cross-platform media integration techniques to help [the marketer] build stronger brands."
The conference is set for March 21st - 23rd in Washington D.C., and speakers from Walmart, Hilton Hotels, Gap, and Cisco will describe how their companies are leveraging content without boundaries.