In his opening keynote at ClickZ Live San Francisco, “Hackonomy: Creating Value by Breaking the Marketing Mold,” Bonin Bough, vice president of global media and consumer engagement at multinational confectionery, food, and beverage conglomerate Mondelēz International, discussed how marketing and media are changing as a result of the “hackonomy.” That term is a portmanteau of “hacking” and “economy,” which he coined to refer to a good kind of hacking in which hackers disrupt existing concepts and forge new ways of doing things.
Bough shared examples of how brands are breaking the mold with their marketing strategies to engage consumers and said it’s the brands that disrupt the norm that will come out on top. In this video, he also discusses what this means for future generations.
In an often fragmented workplace, where various departments have varying opinions and goals, it can be challenging to get everyone on the same page and make strategy meetings productive.
In part one a few weeks ago, we discussed what brand TLDs (top level domains) are, which brands are applying for them and why they might be important. Today, we’ll take an in-depth look at the potential benefits for brands, and explore the challenges brand TLDs could help solve.
According to a report, references to hashtags appeared in just 30% of Super Bowl 51's commercials this year, down from 45% a year ago.
The explosive growth of video in 2016 makes 2017 an important year for video content and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximise its effectiveness.