Brands have been talking to their users for over a century and a half now. We have moved from extremely straightforward ads soliciting business for tractors and cigarettes to refined hyper-targeted ads offering communications relevant to what the user is doing at that very minute.
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In spite of advertising’s move toward customization, response to good old advertising overall has been dropping consistently. Consumers simply trust the opinions of other users over brand-sponsored content that is clearly biased. Here’s where content marketing comes in — a life raft thrown to brands struggling to stay afloat in the choppy waters of marketing…
Brands as Publishers: Success Follows Successful Content Marketing