I don’t think I’ll get too many opinions to the contrary when I suggest that effective marketing is getting harder every day. Consumers seem to have developed an allergic reaction to anything that smacks of selling. Banner ads are essentially wallpaper with a dismal .1% conversion rate. Television ads have been all but eradicated by the DVR. Text ads are brand destroyers unless they’re pushed at point of sale while the discounted coffee is still piping hot. I could go on.
So what can you do to insert your brand into a welcome conversation? I would suggest that successful marketing today is all about building relevance and utility for your Brand. A social network is often the beginning of the conversation and should extend into the entire brand experience.
At IBM, we realized this and here’s what we did about it.
We built a real-time content desk. It’s a system that changes the way we build and disseminate branded content. There are essentially five stages—here’s how you can build one for yourself.
