The above video interview is from the Effie Awards judging event in NYC.
Companies are in peril if they fail to evolve their understanding of how consumers are interacting with each other and with brands, suggests Gabe Dorosz, Vice President, Management Supervisor, Interactive at Cramer-Krasselt. To best evolve their understanding of advertising, he recommends that they dig in and get dirty.
Platforms such as Pinterest and Instagram offer a fresh understanding of how consumers are discovering brands. It’s important for brands to recognize the role of their branded destinations and paid strategies in the context of these and other communities on emerging, innovative media platforms.
Dorosz sees content marketing as best informed by insight mining of organic search results. This parallels classic planning — applying both the analytic and creative minds to data — but is applied to new disciplines. Not only do brands need to discover things tied to their consumers that are not claimed by others, multiples of these insights are needed to maintain a continuous stream of original content.
In the interview, Dorosz also discusses brands’ struggle to determine the relative roles of their communities. Facebook may have replaced the microsite as a brand destination, not because of insights, but because of deadlines and budgets.