Changing Advertising Summit 2013
The Guardian’s Changing Advertising Summit took place in London this week (October 8 2013), providing brands and marketing and advertising agencies with a rundown of the key industry drivers for 2013, and what will shape the future landscape. A breakdown of the event confirms a number of key concepts already advocated by Stylus.
Real-Time Marketing: or ‘newsjacking’ – which sees a brand respond rapidly to current events and news stories – provided much of the discussion at the summit. For brands, the necessity is to be where the consumer is – adopting a quick, adaptive strategy that rises above social media noise.
Successful strategies can offer brands the internet kudos and notoriety currently enjoyed by the likes of US cookie brand Oreo for its blackout tweet during the US Super Bowl this year. In the UK, gambling brand Paddy Power is well known for its quick and witty presence on social media. “We don’t see ourselves as a gambling site – we are an entertainment brand,” said head of brand Paul Sweeney.
Done poorly, however, a newsjacking tweet or post can really damage perceptions of your brand. We noticed this happening during the announcement of the British royal baby’s birth in July 2013, where brands scrabbled to align themselves with the good news. See Brands and the Royal Birth for more.
Branded Content: According to British journalist and media commentator Robert Andrews, who chaired the Branded Content panel, “research shows consumers prefer hearing about products through content than via ads”. Brands looking to adapt to sponsored content or content-driven advertising should strive to provide an authentic, entertaining experience for customers before satisfying themselves. See Content is (Still) King and The Future of Branded Content for more.
Elsewhere, panels covering the importance of second-screen content experiences and online social video strategies further support a mobile and digital-first approach to advertising and marketing. See Mastering Social Video, The Value of Long-Form, TV’s Digital-First Future and The Future of Transmedia for more.
Also see our coverage of Social Media Week, London 2013.