Check out this 40-second web video! As far as B2B content goes, this video made a lasting impression on me. With most well done web commercials, I vividly remember the story, the actors, and even the last minute twist, but I am unable to recall the brands. But for this video it’s easy to recall these elements, as well as the humor, the products, and the brand. Continue Reading
Earlier in my career when I was managing the creative development of global campaigns, my geographical counterparts often pointed out that creative needs to be customized or localized to reflect cultural differences. Today, as a global marketing manager, I wonder if it’s truly possible to create a global creative concept and apply it to all regions around the world.
For a long time I assumed that as long as the creative concept was headline-driven or provided simple background information without including details on specific figureheads, it would be easy to scale to other regions. I now realize that this is only partially true. There are a lot of factors influencing the development of a creative concept, but the Holy Grail (or the determining factor) of globalizing a creative concept starts with your company’s products. Let me illustrate with three different examples.
Social networks and search engines have changed the behavior of Intel’s business marketing audience of IT managers who are constantly searching for information and evaluating new technologies even when they are not purchasing them. As marketers, we need to engage with them on topics they care about and that are relevant to Intel on a timely basis. This is where an editorial planning process comes into play.Continue Reading
I often say in talks and articles that content is king, creative is queen. In other words, if you’re going to produce an exceptional product, you must bring your creative department into the process from the beginning. With that in mind, here’s the story behind Intel’s the Museum of Me.
How do you break through the deluge of constant texting, e-mailing, Tweeting, ”Facebooking,” and online gaming to reach your audience in a meaningful way?
One answer: It’s not only what you deliver (content) but also how you deliver it (creative). Even when you have solid product messaging and a good story line, how you deliver your content can make the difference between standing out among the message flood or getting lost in it.