Today content drives the entire campaign. No one is interested in the traditional product ads, specially the younger lot isn’t interested at all. From branded entertainment and viral video to native advertising and social media presence, the real innovation, creative energy and money in digital marketing seems headed away from traditional advertising. It is all about content now.
Today brands have turned into publishers and building digital media experience to reach out to the niche audiences in countless smaller channels with custom content that is relevant to that consumer. So does that mean Don Draper is obsolete?
The panel - Jamie Reilly, Linda Boff, Maya Kosovalic and Stephanie Losee at #SXSW had half an hour to discuss on “Content Marketing vs Don Draper“.
The panel consists of experts representing @Dell, @generalelectric & @YSL #XLR8Live #MPost #sxsw pic.twitter.com/84awXqWw7t
— XLR8 Media (@XLR8_media) March 13, 2022
Listed are some of the insights from the panel discussion that happened on day one of #SXSW 2015:
Insights from GE - Linda Boff
GE’s media manifesto. We cant show up like a brand that’s 140 yrs old. #SXSWi #MPost pic.twitter.com/hVjPu9V2Ed — Lisa Bogart (@lisacbogart) March 13, 2022
We put content out there & think everyone has seen it, but we don’t sweat our assets enough. #GE #sxswi #MPost
— Lisa Bogart (@lisacbogart) March 13, 2022
Focus on how to create the right content & then OBSESS over how to get it out there. #GE #SXSWi #MPost — Lisa Bogart (@lisacbogart) March 13, 2022
“Content marketing is the one thing that will break down silos in companies.” @lindaboff #contentmarketing #SXSW2015 #MPost — Carrie Dagenhard (@ohjustcarrie) March 13, 2022
Insights from L’Oreal - Maya Kosovalic
Is the big idea dead? At Loreal, everything starts with a big idea & the full story is diffused across mediums. #SXSWi #MPost — Lisa Bogart (@lisacbogart) March 13, 2022
Being digital doesn’t just mean investing in eCommerce, says @Loreal on content marketing #sxsw #mpost @Bazaarvoice — Summer Joy (@summerjoy26) March 13, 2022
“Content should always educate. If the reader walks away with something new, it’s good content.” @MayaKos #SXSW2015 #MPost — Jack (@jbarrett113) March 13, 2022
Insights from Dell - Stephanie Losee
[email protected] partnered with @NYTimes for the Times’ first native ad campaign: http://t.co/AM0TwOKmSI @slosee #MPost #SXSW pic.twitter.com/hzUN956EyM — Falcon Social (@FalconSocial) March 13, 2022
What is an ad in the 1st place? We were the 1st sponsor for @nytimes paid posts. Not pushing us, but topics of interest. #mpost #dellOTG — Susie Gidseg (@SusieAtDell) March 13, 2022
#newad: Brands using budget to create content not about themselves, but content of interest to its fans. [email protected] #mpost
— Susie Gidseg (@SusieAtDell) March 13, 2022
Dell: using its budget to provide topics interesting to that of its audience & the publisher. #SXSWi #MPost pic.twitter.com/WnH2MzI51k — Lisa Bogart (@lisacbogart) March 13, 2022
Consumers wake up & check 9 different channels. How do you market to this attention span? How do you cover all the channels? #mpost #dellOTG — Susie Gidseg (@SusieAtDell) March 13, 2022
“It’s all about starting a conversation in so many ways” Stephanie Losee from @Dell on content marketing @Bazaarvoice #sxsw #mpost — Summer Joy (@summerjoy26) March 13, 2022
Dell didn’t use plays on “Dell,” until “delfies” became a thing. @slosee #MPost #SXSW http://t.co/ENWcIUXdXj pic.twitter.com/DFJECRR4sj — Falcon Social (@FalconSocial) March 13, 2022
A 19 yr old doesn’t care who created the piece of content they are sharing. They only care if it’s good enough to share. #mpost #dellOTG — Susie Gidseg (@SusieAtDell) March 13, 2022
Looks like the event was a crowd-puller on day one.
“Content Marketing vs Don Draper: The End Of Ads” is popular among #SXSW attendees #MPost #XLR8Live pic.twitter.com/synEZdH4BC — XLR8 Media (@XLR8_media) March 13, 2022
Follow the hashtag #SXSW for more updates from the event and if you want to know more about the talks happening over the next few days click on SXSW schedule.