Bill Pearce, Former CMO, Del Monte Foods, Taco Bell, The Campbell Soup Co., & MBA professor at Berkeley. welcomes everyone to the iMedia September Brand 2013!
Many brands publish more content now than a major media property such as Time magazine did 25 years ago.
Marketers need to understand how their consumers are engaging with content across all screens so they can most effectively and efficiently reach potential customers with their brand stories.
Master Track A: Case Study: "Scaling Social Content: How The Clorox Company Stays Social across 15+ Brands"
The Clorox Company creates compelling and relevant social content to connect with consumers, build its brand, and increase product loyalty.
Adobe cares first and foremost about engagement. For this company, it's less about traditional advertising "funnel," as engagement can happen during an interesting conversation or through a few key pieces of compelling content.
How do brands create content that works on visual sites like Pinterest and Instagram?
Video is a powerful medium with which to engage customers; videos that are fresh perform even better.
With the goal of showcasing the diverse experiences that Alberta, Canada, has to offer, Expedia Media Solutions and Travel Alberta created "Find Your Alberta" -- an interactive social travel series integrating curated blog content, webisodes, and social engagement to explore the destination.
Master Track B: Case Study: "Taking a Video + Text Strategy Beyond Creation to Distribution, Targeting & Results"
With all the fervor and investment in text and video content marketing, brands are struggling with one major issue in activating content-driven strategies: how to build an audience for the content at scale.
Learn how Target Corporation is telling its brand story online with "a bullseye view" to share behind-the-scenes brand moments, partnerships, and events.
In traditional marketing, brands and their agencies were responsible for brand communications, and publishers provided the aggregation of, and access to, a brand's target consumers.
Kraft is often cited as a lifestyle brand; creating, sharing, and aggregating content that is useful for its consumers: everything from recipes, tips on entertaining, staying on budget, healthy living, cooking with your kids, and more!
Brands are becoming the publishers of tomorrow. Learn how OPEN Forum has built a newsroom that balances authenticity of voice in the small-business space with the needs of the brand.
Roundtables & Town Hall Discussions: "Native Advertising: Rekindling the Relationship Between Brand & Consumer"
Today's marketer must deliver "effectiveness and efficiency, along with reach and scale," and all at the same time.