Posted on Monday 27th of March by Jo Cook
Brands should only leverage digital platforms that help them engage with a target audience rather than attempting to be “everywhere” online, according to tech enterprise AKQA. Claudia Cristovao, Creative Director for the company’s Tokyo group, claims that a streamlined approach is critical for combating the challenges associated with content fatigue.
At the latest Adfest last week, Cristovao went into detail about the issue of modern brands posting content across social and other online platforms that will probably never be seen by anyone, much less the consumers whom they are actually trying to interact and engage with to drive positive customer intent.
While there is an ongoing trend of more automated processes for marketing and advertising, Cristovao believes that human input is still an absolute necessity for delivering content in the right place at the right time to maximise exposure and reach a much wider audience. She added that it … Continued