Content marketing in 2014 – Cutting through the clutter
David Tiltman Warc
This article comes from Warc's Toolkit 2014 report, a review of the key challenges facing brands this year, and how the smartest marketers are responding. Download the fullDespite the rising importance of digital, many large organisations are still fundamentally geared up to deliver traditional format, or '360-degree' campaigns. Once the marketing 'ideal', these promised brand consistency across multiple touchpoints. But they ignored the different role each channel plays. Marketers missed an opportunity to engage outside of the allotted media buy.