The above video interview is from the Effie Awards judging event in NYC.
As the media landscape becomes increasingly complicated, brands are addressing change on multiple fronts, such as platforms, devices and content creation.
Sonya Svaty, VP, Group Director of Strategy at PHD, sees her clients as concerned about both engagement metrics and loss of control of their messages on social media. The platform is becoming mainstream and no brand wants to see its dirty laundry put on Facebook’s front lawn. Likes, while not the best way to measure engagement, are straightforward and easy-to-use, making them useful for the short term.
The rapid rise of tablets creates more decisions. At present, Svaty sees brands, for now, effectively piggy-backing on the applications of content vendors, as opposed to developing their own apps. She observes high click-through rates by tablet users, projecting a leveling off as early exploring wanes.
Content marketing can be resource intensive for smaller brands, placing demands on budget, time and internal workflow. Svaty distinguishes between brands for which consumers that have clear content needs and those where consumers are less likely to rely on information that is directly product-related when making a purchase.