Content marketing: On the path to enlightenment
Bernd Hoffmann, Sven Wollner and Matthias HoppnerMediaCom, Dusseldorf
2014 marks the year when the obscure buzzword content marketing finally takes shape. It will become calculable and tangible, therefore taking an assigned seat in the intertwined Marketing-Mix. Bernd Hoffmann, Chief Digital Officer of MediaCom Germany explains how this is translates into the daily business.
Whoever takes a look at content marketing from a bird's-eye view, or like Amazon CEO Jeff Bezos via delivery drones, gets an instant glimpse of the good old hype cycle. It all starts with the technology trigger, then spikes...