Content, Channels, Consumers: How To Manage It All

Eric Courville

Remember when marketers were only responsible for small amounts of branding content that they distributed via print, TV ads, and radio spots? Times are rapidly changing. Today there are a growing number of social media channels -- Facebook, Twitter, YouTube and LinkedIn -- to consider as a marketer, in addition to the traditional channels.

According to a recent study, social media accounts for only 16 percent of customer engagement today, but is expected to increase to 57 percent within five years. Today's brands are accumulating an enormous amount of visual content that they are struggling to manage. The combination of these factors has become an obstacle for brands to effectively engage with customers.

First, it can be difficult for marketers to...

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