« CES 2014 Hints at How We Will Live in the Future | Main | 3 Technology Companies Convert Data around Super Bowl »

January 20, 2014

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341cb26653ef01a51125b7f3970c

Listed below are links to weblogs that reference Content & Commerce Are Not Strange Bedfellows:

Comments

PatrickSearle

Hi John,

Thanks for the great list of branded Content + Commerce examples.

What's interesting is that aside from Adobe, all of these companies seem to be either startups (i.e. Mr Porter, King's Lane, Birchbox) or fiercely independent brands (i.e. Patagonia) who have been leveraging on content via their catalogues & thought leadership via their experts for years now.

That and no real FMCG or big brand examples. I wonder if its due to the above content marketing strategies typically taking 1+ year to really see the ROI, hence when agencies propose these type of strategies they are instantly killed by Brand Managers looking for quick wins before their next rotation...

Maybe the only chance of success is if the CMO really commits to these ideas and then proceeds to take these programmes in-house to nurture and grow...

Speaking of which hope all is going well at Traders ;)

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment

Comments are moderated, and will not appear until the author has approved them.