February 08th, 2012 from CMO.com
CMO.com reports on how companies need to think of themselves as content companies in a movement towards forms of advertising that engage with consumers:
“That’s why the big players, like Coke, have created entire divisions that are tasked with making compelling content in all forms. Coke’s Content Factory works directly with artists, writers, directors, game makers, and just about any other discipline you can imagine to produce a steady stream of content that will connect the brand to consumers.”
As users move away from traditional adversting and spend more time online, how do you plan on engaging them?
http://www.cmo.com/strategy/it-or-not-youre-content-business