The phrases “brands as publishers” and “content is the new currency” have saturated the day to day conversation about the future of brand marketing. But despite their possible overuse, the concepts aren’t off base.
Brand marketing is in the midst of a transition as digital forces out traditional advertising strategies and compels brands to look for new ways to build and maintain a loyal consumer base. Brands today simply have to produce engaging, shareable content to stay at the top of their industry.
At the 2014 Digiday Brand Summit held April 27-29 at the Omni Nashville in Nashville, Tenn., top brand marketers will display how the Web’s impact on consumer behavior has made social content king. DBS will cover exactly how and why the rise of content by brands came about, and showcase the brands that are doing it best.
The Summit will present real-life examples of what brands have learned about content creation, social community building and its impact on customer relationships and brand loyalty. Featuring case studies from legacy brands like General Mills, Mondelez, GE and AMEX as well as from relatively newer brands like Overstock.com, Betabrand and Urban Outfitters, highlights include:
• A case study by Eric Johnson, digital marketing manager for General Mills, on how conducting immersive consumer research helped him find Hamburger Helper’s voice on Twitter and gain over 10,000 followers.
• Ginny McCormick, senior director of global digital marketing for Hasbro on how hosting an online contest for Monopoly fans resulted in a resurgence of the game’s popularity and built great buzz around the brand.
• A case study with Katrina Craigwell, global manager of digital marketing for GE, on how their popular 6SecondScience Fair Vines helped the brand hit its stride with social story-telling through visual channels.
• Mona Hamouly, vp of social media communications for American Express, on the 163-year old brand’s #AmexArchive series that brought pieces of historical AMEX content to social channels, showing the evolution of the company and engaging more than 30 million people.
Join us in Nashville, Tenn., to hear from the biggest and most exciting brands moving the industry forward with their approach to content. We hope to see you there.
-
Aveda, Consumer Reports and Harry’s are winners of the 2022 Greater Good Awards
The honorees of this year’s Greater Good Awards, presented by Digiday, Glossy, Modern Retail and WorkLife, recognized the importance of uplifting their local and global communities, wielding resources and platforms to address issues from sustainability to well-being and equality. Many of this year’s entrants and subsequent winners collaborated with other businesses, innovators, thought leaders and […]
-
McDonald’s, Spotify, Redefine Meat and Nissan are Digiday Marketing and Advertising Awards Europe winners
The list of winners of the 2022 Digiday Marketing and Advertising Awards Europe highlights how companies are leaning on social media and data-based content strategies to drive brand engagement. Sustainability and other meaningful practices remain top priorities for consumers and companies, with many of this year’s entrants and subsequent winners striving to show their commitment […]
-
Coca-Cola, Edelman and Tropicana are winners of the 2022 Digiday Awards
The 2022 Digiday Awards winners illustrated how companies are navigating innovative technologies and taking a stand for inclusivity. Many of this year’s entrants and subsequent winners are also partnering with charities on large-scale initiatives and experimenting with new tactics for Gen Z. Inclusivity was at the heart of why the judges, for example, recognized Havas […]
-
SponsoredAdvertising predictions that will shake up the media industry in 2023
Chris Kelly, CEO, Upwave Like many people, marketers and advertisers were ready to see 2022 come to a close. A year that started off promising was assailed by inflation, layoffs and the disastrous effects of RSV, the flu and additional COVID strains. Still, despite an uncertain outlook for 2023, there are plenty of reasons for […]
-
Aveda, OLAY, Nike and Ally are finalists for this year’s Greater Good Awards
For many brands in this year’s Greater Good Awards shortlist, making a positive impact on their local communities — whether through internal or consumer-facing initiatives — is highly evident as a top priority. The throughling: companies are increasingly using their platforms to communicate the importance of sustainability, wellbeing and equality. In one example, cosmetics company […]
-
Commerce Layer, Frequence and Khoros are among the 2022 Digiday Technology Awards winners
The 2022 Digiday Technology Awards winners demonstrated how companies are diving head-first into new technologies and adapting to meet the needs of the digital media industry. This year, e-commerce, sustainability and influencer marketing emerged as themes most often seen among the entrants and subsequent winners. For example, Commerce Layer is among the judges’ picks, winning […]
