Bob Garfield

7 ways the Portland Trail Blazers tackle digital challenges

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How does an iconic sports franchise take on digital marketing? Here's a look at how the Portland Trail Blazers attack today's biggest issues.

Treating everything as native advertising

In the fast-paced world of sports, rarely does content have a long shelf life. Fans are always looking to the next bit of player news, the next game, event, or trade. With so much content moving so quickly, how do the Portland Trail Blazers take on marketing? By treating everything as a native ad. From the online experience to the game itself, everything is designed to get you to buy the next ticket or become a more passionate fan.

Recognizing the dangers of content overload

Sports move so quickly that the amount of content being generated for fans is overwhelming. While there's no loss of appetite coming from their audience, the Trail Blazers recognize that, from a digital perspective, it's extremely important to curate content in a way that ensures they are putting out only the best, most relevant material, not just everything. There's such a thing as oversaturation.

Dan Harbison, senior director of digital for the Portland Trail Blazers, spoke to iMedia about why native advertising and content is key to their overall marketing strategy.

(Editor's note: Since this video was filmed, Harbison has transitioned to a role as head of new media for Caesars Entertainment.)

 

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