Prediction: in 2019, Brand loyalty will become a losing marketing strategy with exponentially decreasing returns
Because Direct-to-Consumer marketing (D2C) will also fundamentally change video production
If you have only one takeaway from 2018 it is the significance of D2C. NBC News Digital SVP Nick Ascheim, argued that “content publishers and brands need to shift focus from scale to loyalty and engagement”, but three Accenture executives argued in the Harvard Business Review engagement is the more important focus because consumers “are increasingly buying because of a brand’s relevance to their needs in the moment.” So it is notable that WPP, which just rebranded itself at the end of a tumultuous 2018, is planning to “strengthen its offerings in the areas of communications, experience, commerce, and technology”.
7 Ingredients™ tags: Production, Entrepreneurship
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Listen to RevThink founder Tim interview Andrew here.