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More and more brands will become content creators

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More and more brands will become content creators

Millward Brown, the world’s leading expert in helping companies build strong brands, has released its annual Digital and Media Trends report for this year. For the eighth year in a row, MB provides marketers with a clear guide to meet the challenges and opportunities of the next 12 months. One of the main predictions of the 2016 report identifies the opportunity for marketing to develop clearer consumer journey maps, spanning from awareness to purchase, with the aim of better integrating the touch points between sales and canada mobile directory .This will be possible as digital platforms are unprecedentedly blurring the dividing line between these two disciplines, allowing marketers to optimize the consumer journey like never before. key trends that highlight this opportunity: the consumer journey is becoming agnostic from the point of view of the channel and the device used, since users buy when and in the way that best suits them; the transition of e-commerce platforms from pure sales channels to media touchpoints; and the transformation of advertising creativity that is directly linked to purchase opportunities in digital channels.

 

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Those who are able to develop detailed maps of the consumer journey will be able to follow consumers along this new journey of purchase, allowing them to identify the most relevant touch points from the point of view of marketing and sales. Thus, brand owners will have the ability to provide their users with an integrated brand experience that consumers like and that builds brand, market share and sales harmoniously. “The sales and media touchpoints have traditionally been separate, but changes in the digital arena and consumer behavior now allow them to be unified for the first time, “says Duncan Southgate, Millward Brown Global Brand Director of Digital. or Smart TV, will take over the television viewing experience, which will bring profound changes in the way people consume content. Experimentation with more malleable and personalized advertising Betting Email List will begin, although classic television advertising will remain dominant for the time being.
In their effort to overcome low receptivity to digital advertising, more and more brands will become content creators. As marketing moves from disruptive to engaging, inspirational content will be more on corporate agendas. “The recent boom in ad blocking software indicates that consumer responsiveness will be a very relevant issue in 2016. Brands that If they fail to target consumers appropriately, adapt their content to different formats, or rely exclusively on paid advertising, it will be difficult for them to generate engagement and, therefore, improve their sales. The ability to connect on digital platforms at a time when consumers want to do it too, with quality content in a non-intrusive format,
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