Social. Shoppable. Smart.
In a world of marginal gains, content is the last battleground. Yet people are consuming content in an ever more complicated fashion, with entertainment mixed with consumerism, and media effectiveness becoming less predictable. Challenges also come from the shift to consuming content on mobiles, when users may be in a different mindset to when they search on their PC or Mac.
Now, therefore, it is time to determine your content strategy and make the words, images and videos work hard for you. You will need to make some tough decisions and you will need to get buy-in from the whole business to make it work. The payback, though, can be substantial...
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