- Forrester Councils
- Councils Overview
- log in
Posted by Tracy Stokes on February 28, 2013
Oreo’s recent quick-thinking “Dunk In the Dark” response to the power outage at this year’s Super Bowl put the spotlight on real-time branded content and reinvigorated the discussion about how brands need to become not just publishers but newsrooms. What’s driving this need? Today’s perpetually-connected consumers — 42% of US online adults and 37% in Europe — can engage brands at any place, any time, and at any velocity. Because of this, the sheer volume of creative content that brands must now churn out is forcing marketers and agencies to reexamine how they think about — and how they resource for — content. This challenge is not to be underestimated. But before you think about scale and real-time response, think about the story you want to tell to create brand advantage. To do this well, you need to first be true to yourself, second know your audience, and then engage your customers with a good story:
I’ll be talking more about this topic in an upcoming report on how to build your brand with branded content and at Forrester's Marketing Leadership Forum in Los Angeles on April 18th and 19th. I hope to see you there. Or join my colleagues in London at the Marketing Leadership Forum EMEA on May 21st and 22nd to learn more about creating brand advantage with perpetually-connected customers.