The proliferation of digital media devices is leading some designers to move toward responsive designs of their properties that morph based on how the content is accessed. Count Johnson & Johnson in on the trend.
J&J is working with R/GA to celebrate the 10-year anniversary of its corporate program “Campaign for Nursing’s Future,” via a branded-content hub. The site discovernursing.com has been designed to adapt to whatever device a person is using, be it mobile, tablet or desktop. This allows for users to engage with a plethora of relevant content wherever they may be. Content ranges from custom scholarship programs and financial aid to recruitment tips and general information about the field. J&J hopes the site will help bright out what a day in the life is really like for different nursing specialties through nurse profiles and real-life stories.
“There is only one Web and responsive design represents a compelling way to deliver content to a growing number of screens accessing the Web,” said John Berman, executive creative director on R/GA’s J&J team. “We are currently witnessing the emergence of mobile as the primary screen, and it’s quickly becoming the first impression a consumer has of a brand. Delivering compelling value within that initial exchange is critical .”
The focus, Berman added, is building a long-term relationship with consumers, instead of just driving transactions, which is thinking in the short term.
“Smarter brands today have recognized that the traditional split between awareness and direct-response marketing is challenged within the digital environment,” he said. “Developing engagement is quickly evolving across the various touch points we develop and curating content to bring to the conversation is certainly one way to try and retain interest.”
Gaming industry execs chime in on changing consumer habits and the the rise of AI in Q1 2023
The gaming industry's ascendance was checked in the first quarter of 2023, as brands and consumers decreased their spending in the sector in anticipation of a mounting recession.
Brand, agency execs speak out on Google’s latest cookie-killing plan and cookieless identifier challenges
During the Digiday Programmatic Marketing Summit, brand and agency executives weighed in on the present and future of the third-party cookie and cookieless identifiers.
Inside NHL’s content strategy ahead of the Stanley Cup Finals
The NHL is offering live and on demand content on YouTube and across social media platforms such as TikTok, Instagram and Twitter.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
‘We need an ad exchange for identity’: Overheard at the Digiday Programmatic Marketing Summit
Brand and agency executives discussed the state of cookieless identifiers, ad tech firms attempting to become one-stop shops and the extent to which ads should and shouldn’t be personalized.
Five years in, the GDPR has had a double-edged impact on the ad market
When it launched in 2018 the GDPR was hailed as a privacy superhero of sorts. It set the rules for how companies handle personal data, making sure they couldn’t just grab it without someone’s permission.