So, you say you want to be a content creator? You want to do all those fancy things other brands do, initiatives like blogging, videos, social media posting—and the list goes on. Well, what are you waiting for? That's what BlackRock senior managing director and global CMO Frank Cooper III will tell you if you ask.
In his recent conversation with The Drum, he laid down the 3 actionable items every marketer could (and should) get started on. Here is a snapshot of Cooper's insights.
1. Align brand and reputation to make it a superpower
It is no longer about marketing developing the big, grand idea and communications following behind. Nor is it communications leading with reputation and then marketing following along. Those two things have to come together because people are saying: "I want a brand that actually has a great product and is culturally relevant. But I also want to look behind that brand and understand the company that’s associated with it.""
2. Embrace AI as soon as possible
The shift toward artificial intelligence is absolutely foundational. When you can start to automate the mundane processes in a way that allows you not only to become more efficient, but to see things that you otherwise cannot see, that’s a game changer.
3. Become a creator, no matter what your CFO thinks
Traditional advertising, interruptive advertising is becoming more difficult. In many places it is becoming less effective and more expensive. That’s not a sustainable model. And in some cases, even when you put the label of branded content on top of it, it feels like you’re putting a tax on the user’s experience. It don’t have to be that way.
For the complete The Drum story, click here.
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