Consumers are interacting with brands across an ever-increasing series of platforms and media formats while expecting richer, more engaging, and more personal experiences with every glance. Brands are struggling to keep up and face challenges with the cost of content, content velocity, the ability to deliver personalized content, and an inability to measure the return on their content investment.
Adam Lavelle, dentsu’s chief solutions officer of global alliances, and James Thomas, global head of creative technology at dentsu, discuss how to:
- Understand the content challenges that brands face today and ways to overcome those people, process, and technology challenges
- Frame your thinking about a brand’s in-house “content factory,” including perspectives on in-sourcing vs. outsourcing
- Move from content efficiency to content effectiveness to innovating new experiences for your customers