Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
David Teicher, Editor and Chief Content Officer, Brand Innovators
Annie Fei, Director of Content & Community, Brand Innovators
Event Chair: Jonathan Roman, Global Lead: Data and Technology, Ancestry
Listen as these innovative challenger, or direct to consumer, brands share their perspectives on the obstacles and successes they’ve experienced in today’s marketing landscape.
Amy Kepler, Marketing Director, Cruise
The goal of every great piece of content marketing is to create an emotional connection with the consumer. In the world of DTC, these connections are fueled by impactful visual and social experiences, which in turn drive engagement, and engagement drives word of mouth and brand loyalty. Many brands are now embracing platforms like Tik Tok and Instagram, in addition to television and other forms of digital video to connect with their consumers in new and meaningful ways. In addition, digital media is empowering brands with a new form of storytelling. How are brands building these one-to-one consumer relationships by combining creative content with the right amount of personalization? What are the data strategies that will ensure you’re taking the right approach and messaging to the appropriate platforms with the consumers you actually want to target? Find out how cutting edge “challenger brands” are moving product with compelling content combined with personalization at scale.
Creating content and creating good content that people actually want are two very different matters, and seasoned brand marketers know that the secret to success is in finding the right strategy dictated by broader objectives, market opportunity, and most importantly, customer needs. Indeed, depending on those variables, three major approaches have emerged through which brand marketers can identify and develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by taking on the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is informative, entertaining, or otherwise relevant to people’s lives and interests.
The latest advances in advertising technology and digital media have changed the way brands interact with consumers. Through the immense amount of data now available to marketers, and new platforms and devices available to consumers, the paradigm of how brands build 1:1 relationships with their consumers has changed forever. This discussion will look at what it takes to build a 21st Century Brand for the modern consumer, and how marketing leadership can orchestrate the digital transformation of their brands by leveraging emerging technologies, new digital toolsets, and more.
Jonathan Roman, Global Lead: Data and Technology, Ancestry
Ancestry HQ 153 Townsend St. #800 San Francisco, CA 94107