The continued shift of marketing spend towards original social media content, live experiences and mobile-first marketing was the dominant trend we saw in 2015. For us at Blend, 2015 signaled a litmus test of sorts where we witnessed first hand marketers realizing that to achieve their desired consumer engagement results they had to increase their investment in non-traditional content and technology platforms. Plain and simple. It’s a welcomed relief relative to original social content because ‘earned’ social efforts, while critical to sustainable, long-term consumer engagement, can only take a brand so far.
TV remains the most powerful spend, yes, and TV isn’t going away. But TV is TV. It’s effectiveness doesn’t translate across media channels, and I do believe that fact has finally caught up with the industry as a whole. As a result spending on mobile, social and live event engagement has increased significantly and will continue to do so in 2016.
We invest in talent that can service modern consumer engagement for both legacy and emerging disruptor brands. That translates to back end developers, front end developers, designers + ux pros, information architects, directors, editors and writers. Then we have to make sure they play nicely with one another, listen well to each others’ needs and see the brand challenges from a holistic perspective…
Read Matt’s full interview at ShootOnline