Brands as Publishers: Lessons Learned and Future Trend Predictions

Technology Revolution: The Future of Now

Bonnie D Graham

Business News, Technology, News

4.9 • 108 Ratings

🗓️ 6 January 2016

⏱️ 58 minutes

🔗️ Recording | iTunes | RSS

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Summary

The buzz: The buzz. According to a recent eMarketer report, marketers will spend $8.8 billion on native advertising by 2018. Naturally, this means the digital content landscape will continue to become increasingly crowded with articles, videos and graphics from a variety of different brands. How can your brand reign-in control of your content strategies and stand apart from competitors to ensure your stories are making a positive impact? The experts speak. Rebekah Iliff, AirPR: "Nothing in life is to be feared, it is only to be understood. Now is the time to understand more, so that we may fear less" (Marie Curie). Andy Hilton, ADP: "Either write something worth reading or do something worth writing" (Benjamin Franklin). Tim Clark, SAP: "Complexity is your enemy. Any fool can make something complicated. It is hard to make something simple" (Richard Branson). Join us for Brands as Publishers: Lessons Learned and Future Trend Predictions.

Transcript

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0:00.0	Welcome to the most nutritious hour of business talk all week.
0:13.0	This is Coffee Break with Game Changers, presented by SAP.
0:16.9	The best run business is run SAP.
0:19.5	Your host and moderator is Bonnie D. Graham. You'll hear from the
0:22.5	innovators who have learned to use game-changing technologies to shake up the status quo and help move
0:27.6	today's businesses in new directions. Now, here's Bonnie D. Graham. Welcome, welcome, welcome. Welcome. Happy New Year
0:34.9	to everyone. I'm wishing everyone is Sweet 16. If you plug in 20 in front of 16, you'll know what I mean. I hope those of you had a sweet 16 party, I hope it was good. Welcome, and I'll just say what I usually say if you want to run with the game changers. I promise you're in the right place. Today's buzz is the buzz. Well, what could she possibly mean by that? Let's get
0:55.8	started. According to a recent e-marketer report, and if you're not familiar with that publication,
1:01.1	just look it up, the letter E in front of marketer. Marketers will spend $8.8.8 billion. That's right,
1:07.3	billion with a B, $8.8.8 billion on native advertising by 2018.
1:12.7	Now, here we are in January 2016, so it's not that far off.
1:16.3	Let me just add a little commentary here when I looked up this reference.
1:20.2	E-marketer says the term native advertising remains murky, admittedly so, but there's money in that they're a murk. Marketers are
1:28.9	increasing their spending on native. However, the term is defined, according to the report,
1:34.1	which is titled Native Advertising Update, marketers see healthy spending growth in 2015,
1:40.0	so they were still talking about this last year. And another comment here. Of all the benefits discussed with interviewees, one in particular was raised by almost
1:48.6	every marketer with whom they spoke, the word engagement.
1:52.8	Native advertising, they said, has an unusual ability to generate interaction and win
1:58.9	consumers' attention.
2:00.8	Amen to that.
2:01.7	So let's get back on our topic.
2:03.7	Naturally, all this means that the digital content landscape will continue to get increasingly
	...

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