What GE Capital learnt from its failed content marketing experiment
Andrea Sophocleous
A failed marketing experiment is not something most marketers willingly discuss in a public forum, but for GE Capital Australia and New Zealand's head of digital marketing & analytics, Cameron Partridge, the lessons learned made for a compelling case study on what it takes to succeed in one of marketing's newest fields.
The financial services company took a bold step into content marketing with a lifestyle-based money website, Art of Money, but top brass pulled the plug on the experiment after just 12 months. Speaking about the experience...