Brands and publishers on collaboration’s biggest roadblocks
Collaboration is the new competition, at least if you listen to any number of speakers on the marketing industry conference circuit. But it’s easier said than done.
Brands struggle to arrive at a vision they and their publisher, agency and start-up partners can agree on. Publishers, meanwhile, have trouble finding the right fit in terms of brand partners. Tech startups wish that their publisher and brand partners were more flexible. And agencies try to play the perfect matchmaker in making sure the rest of these collaborations happen smoothly.
Executives from the brand, agency, publishing and start-up world came together to discuss partnerships and collaborations over a breakfast event Wednesday. Digiday caught up with one representative from each side — brand, publisher and agency — to talk about what their biggest challenges were when it came to collaboration.
Tina Wung, Digital Innovation Brand Manager, Anheuser-Busch InBev
“The biggest challenge for collaboration is that we need to make sure that all the stakeholders have the same objectives and the same vision. Digital innovation is such a new space that everyone wants to mine and succeed in, but everyone from the agencies and startups you collaborate with have their own goals in mind. So the most important thing is to make sure that everyone is aligned to the same vision and is trying to solve the same problem.”
Mike Rothman, founder of parenting website Fatherly.com
“The key is general alignment of vision and finding the right fit. It’s like dating before marriage. A lot of brands, say a hair loss brand for example, might want to reach men over the age of 30, but might not be the right fit for us when we’re trying to be an aspirational brand. Also campaigns today are a lot less transactional, now the content is evolving and campaigns last for a longer time.”
Vishal Sapra, vp of global brand development, MRY
“The biggest challenge in collaborating across brands, publishers and start-ups is that everyone is thinking about the solution they bring to the table instead of starting with the business challenge that needs to be addressed. Agencies, publishers and platforms are all coming up with creative ideas and agencies need to stop being precious about the creative and remember good ideas can come from anywhere. Every brand wants to talk about innovation but not every brand is committed to it — from a financial or resource perspective. Brands need someone to be accountable for innovation.”
Influencers are creating million-dollar incomes selling their expertise via online courses
In the pandemic, elite schools have created online offerings. But they face a new challenge in the form of influencer cohort courses — which are selling like hot cakes.
‘Pretty dramatic shifts’: 1-800 Contacts CMO on the changing media landscape amid privacy changes and a return of normalcy
Now that shops are opening back up and people are getting closer to a return to normalcy post-vaccination, those early “winners” are seeking to retain the customers they gained over the last year.
‘Return of travel depends on their success’: How marketers are promoting tourism as Covid vaccination ramps up
As more people become vaccinated from the Covid-19 pandemic, marketers look to a return to travel domestically and internationally/
SponsoredHow The Company Store is reimagining customer experiences for pandemic-era growth
Throughout the pandemic, some retail categories have been inherently successful. Home furnishings and décor are among them; with consumers spending so much more time at home, updates and renovations flourished. Criteo data from the first half of 2020 showed sales for items like outdoor furniture sets up 434% year over year, with other home items […]
Archery brand goes on first-party data expedition, but Google scores, too
Hunting and target shooting bow maker Pure Archery Group has gleaned first-party data through pandemic store pickups and influencer tie-ins.
‘Boomer spring break’: Alaska Airlines is creating its own hype house for boomer influencers
With boomers being many of the first people vaccinated in the United States, the ability to get back to travel is more prevalent for that audience. So too was the pent up demand, according to Natalie Bowman, director of marketing for Alaska Airlines.