How Walmart sees the role of content marketing
Stephen WhitesideWarc
In a world of promoted posts and sponsored stories, the lines dividing paid-for ads and content marketing have grown increasingly blurred. And making a clear distinction between these activities is a task at least as important for brands as it is for consumers.
"One of the things I've been pounding in conversation is: how do you separate the ad from content?" Clint McClain, senior director/creative and ideation at Walmart, told delegates at the Marketing to the Omni-Channel Shopper: EAST 2014 event, a conference convened by the Brand Activation Association...