It is inconceivable that we should allow so great a possibility for service to be drowned in advertising chatter
– Herbert Hoover on radio, 1922
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Content Marketing at Kraft
Julie Fleischer, Kraft’s director of data, content and media speaks about Content Marketing at Kraft and states the obvious but yet unspoken and very welcome truth: brands shouldn’t post content they don’t deem worthy of paying to distribute.
The days of free organic reach are rapidly coming to an end. If you wouldn’t spend money behind it, then why do it? It’s shouting into the wind without making a sound. How many of us are guilty of being slaves to a calendar or posting cadence?
In other words: if only 4% of your followers read it, it’s just an expense. If it is so good that you want to pay to distribute and it brings in results, great. If not, don’t do it.
Facebook Content Marketing
Facebook Content Marketing is the most stupid thing I’ve heard about in 15 years in this field. And I’ve seen a lot of bullshit. Here’s how it works, or doesn’t. You create a Facebook Page for your company, i.e. an official, boring corporate page in a place where people go to goof off while at the office. Then you start producing “content” for people to “consume”.
Will Publicis buy Criteo?
If you asked me: Will Publicis buy Criteo? I’d answer: how am I supposed to know? What I can tell you, however, is that it’s a deal that would make sense. Certainly a lot more sense than the delusional idea that Publicis could “merge” as an equal partner with a much larger American company like Omnicom which, of course, just wanted to gobble them up.
Not to mention: Criteo could bring Publicis what they were apparently after, i.e. the number-crunching power they need if they want to stand a chance in the new digital advertising landscape — something that Omnicom never had, to my knowledge.
In this regard, few deals if any at all ever seemed as dumb as Omnicom-Publicis to me.