Digital Marketing Minute Week of October 26th, 2015Every week we share trends and articles on digital marketing.
Cross-Platform Branded Content
USA Today Will Make Back to the Future II's Fictional News a Reality (Sort Of)
"This movie had some great product placement, so we knew this was a great chance to have some fun with branded content," said Matt Urbanos, VP of brand and creative strategy at Gannett, adding, "This was a moment that was 30 years in the making, and there was no way we were going to let it pass by. We also felt this was the perfect opportunity to show brands how we can effectively partner with them across all our platforms."
From Teens to Adults, Everyone's Now Watching Online Video as Much as TV
Only 19 percent of online viewers responded favorably to ads compared with 27 percent of live TV viewers. On mobile, the distaste for advertising was even higher, with 49 percent of consumers responding negatively to video ads. Sixty-three percent said they should be able to control which ads they see.
Content Marketing Valuable for B2B Marketers Who Document Strategy
At present, B2B marketers believe that content marketing is the most important technology, and will likely continue to be in the next 12 to 18 months. But, as the CMI and Marketing Profs survey pointed out, documenting a content marketing strategy will lead to a more effective one.