Our coverage of Advertising Week is brought to you by Dstillery, the former Media6Degrees. Dstillery is at the forefront of advertising technology, pioneering new ways to create brand value for marketers by extracting signals from the complete customer journey and activating them across all screens.
While “Big Data” was probably the most popular buzzword at Advertising Week this year, there’s another phrase that’s been on everyone’s lips: branded content. So Digiday asked brand execs in attendance to tell us what the biggest mistake brands make when it comes to branded content.
It turns out brands like Pepsi and P&G have no shortage of things to say about branded content. Keep reading to see what struck them as the biggest challenges:
Alex Tosolini, senior vp of global eBusiness, P&G
Brands have to put the consumer at the center. What they get wrong is not understanding the consumer enough. If you don’t understand the consumer you can’t make good content.
Frank Cooper, CMO, global consumer engagement, Pepsi
The most challenging thing is having a clear point of view and culture as a brand. If you are speaking to an audience they want to know that you stand for something very specific. Large brands in particular have a hard time doing that. Avoid doing branded content simply because it’s the hot thing. I wouldn’t’ even focus on the term “branded content.” It’s more about playing in the space of entertainment.
Martine Reardon, CMO, Macy’s
I think the biggest mistake brands make is not knowing their audience and assuming that if you build it, they will come. The market is saturated with content, and it’s coming at the consumer from every direction. Investment should be focused on relevant, high-value opportunities – that are unique and informed by your customer insights, and that provide some meaningful benefit – whether that’s entertainment, education or function.
Ron Faris, founder/CEO of Virgin Special Projects, Virgin
Brands fall too much in love with their messaging, and ignore the context. When they aren’t understanding the conversation of the community, the message has no context.
Image via Shutterstock
More in Marketing
TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.
‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices
While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.
After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.
Ad position: web_bfu