My colleague Will Holden and I had a chance to attend the Denver Digital Summit last week to listen in on all things digital – trends, strategies, new tools and ongoing tactics. It’s great to see this Denver-based conference thrive and continue to grow each year, and while there was a ton of talk about Snapchat and other emerging technologies there was one constant theme from nearly every session I attended: Tailored user experience (understanding and knowing what your audience wants first and foremost) needs to be the focus needs to be the focus of every campaign.
The growth of digital and online media is further expanding branded content: sponsored posts, promoted tweets, fake news sites and search engine marketing are just a few examples. And now big news organizations are cautiously jumping into branded content, still trying to figure out the best way to co-mingle editorial with marketing.
PR Week, in its February issue, covered the topic, comparing Forbes’ position on branded content to BuzzFeed’s. Not surprisingly, Forbes has taken a more conservative approach to separating advertising and editorial, while BuzzFeed maintains that as long as content is properly labeled as advertising, then it’s fine.