If your company is not utilizing current technology to deconstruct your existing content money is being left on the table/disk.
All major brands have an immense infrastructure built to create content for different mediums but a substantial challenge remains in the ability to rapidly and easily move this content to and from all the different marketing opportunities which are possible today (internet, print, TV) and tomorrow (in-store and mobile).
Companies such as RAMP appear to be headed in the right direction. If your firm isn't actively considering the best options for your content (and correspondingly innovative avenues for displaying this content such as Shopper Experience networks) you are falling behind.
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