The Age of conversational marketing
Brands, Agencies and Publishers need to adapt to the revolution of media usage. The advent of new media (content sharing sites, social networks) and the mass-adoption of digital content production tools have created new communication codes and formats: user generated content. Furthermore, word of mouth has become more and more key in the consumption patterns for content and products.
Marketing reacts to these trends by moving away from traditional top-down formats and by becoming conversational. Brand content, consumer engagement marketing campaigns and co-creation operations are tools brands can use.
However, Brands face challenges when adopting these new formats, as they need to keep control of their brand image, both in terms of quality and message, and also because they need to ensure participation level to their campaigns.
