"As a brand, your competition today isn't just commercial. You're competing with culture, entertainment, music, fashion, and sport. The fight for attention is massive, but that's where branded content can help. Because, when done right, branded content has the power to engage audiences, build connections, and create associations that last."
"Advancements in data and technology, coupled with the disruption of a global pandemic, have radically reorganised the world of marketing communications, creating major shifts in how people consume media, what they expect from brands, and, even, how marketing teams can work together successfully."
The Shift Sessions is a six-part podcast series examining how marketing communications have fundamentally changed due to technological advancement and pandemic disruption. The series explores shifting media consumption patterns, evolving brand expectations, and new team collaboration models. Each episode features PHD experts and industry leaders discussing emerging marketing functions and roles teams must build today. The first episode focuses on branded content strategy, featuring Luke Southern, CEO of DRUM, who explains that brands now compete not just commercially but against entertainment, culture, music, fashion, and sports for audience attention. Effective branded content creates lasting audience engagement and brand associations.
#branded-content-strategy #marketing-team-capabilities #post-pandemic-marketing-transformation #audience-engagement #media-consumption-shifts
Read at Thedrum
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