MEC at DMEXCO 2014
DON'T BE DIFFERENT. MAKE A DIFFERENCE!
In the past, technical possibilities, resources and tools have been the focus point of our attention. In our opinion, we should rather start asking:
How can we make a difference?
In many cases, agencies and media partners have similar expertise when it comes to technical communication solutions. To make a difference for our clients, we need to focus on content. This makes the basic question of all communication planning ‘How can we make a difference with content?’
Coming from 360° communication planning, the right content is key. With the right content, carefully planned and placed, we can gain the attention of our target group 365 days a year.
From advertisers to media house: NewsCred
NewsCred is a US startup founded in 2008. A licensed content marketing company, NewsCred offer both a tool for optimal processes as well as licensed content. The tool can be individually adapted to existing relational structures of client and agency and provides internal reading, writing and approval rights. The publishing network is currently expanding in Germany.
Content is King. We’ve known this for a long time, but in the digital age the omnipresence and the half-life of relevant content is a new challenge for brands. Producing and orchestrating relevant content is expensive, and the use of licensed content is an easy way to reach your target group with relevant content 365 days a year. This means that the line of business (e.g. soccer, fashion or gossip) consistently can be documented with editorial content.
Cross-channel social monitoring
Unified is a tool for social monitoring and management that delivers performance rating of social marketing activities up to a valid ROI. Most excitingly, Unified promises that soon it will be possible to gather data from all marketing-relevant social networks and add these in cross-channel reportings and dashboards.
The performance of content has replaced fan or follower quantity as the most important social media KPI. Until now, the coverage of content and engagement is only measurable for individual platforms (eg. Facebook, YouTube, Instagram and Twitter) and has to be manually consolidated. Furthermore, it is not possible to track sharing of content outside of own fan communities. In contrast to this, Unifed promises an integrated view of (almost) all networks and all levels of “sharing”. Consequent reporting and dashboards will give a quick overview of social content performance.
Producing content with the creative community: Talenthouse
Talenthouse closes the gap between user-generated content and premium content for digital brand channels. The Talenthouse community produces creative premium content and brand stories, and they are specialised in design, photography, fashion, music and film. Currently the Talenthouse community has 3.2 million members.
User-generated content is often a central component of social media campaigns and in opposition to branding and CRM, it can pursue different targets. The idea-platforms of Lego and Dell are examples of how crowdsourcing campaigns can improve the innovation and production process of the company.
There is more to come: companies face the challenge of how to continuously infuse their digital channels with content that meets the qualitative requirements of their brands. Through influencer campaigns brands can fill their digital channels with qualitative
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