Presentation at the WAN | IFRA (World Association of Newspapers and News Publishers) Middle East Conference in Dubai: More video content is being watched than ever before, so will native advertising and editorial-based content marketing be enough for publishers to compete for consumers attention in an increasingly on demand world. Justin will present inspiring examples from the exciting space where advertising and entertainment collide and beyond, as well as insights from global experts to help you deliver more engaging content strategies for brands and their consumers.
9. SIMON%SINEK%
Author'
START'WITH'WHY'
The rise of Social Purpose:
winning hearts not just price
comparing minds
The'goal'in'business'isn’t'to'sell'to'
people'who'need'what'you'have,'it'is'
to'do'business'with'people'who'
believe'what'you'believe."
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11. MUNA%ABUDAYYEH'
Head'of'Branded'Content'
ZENITHOPTIMEDIA'
The rise of more locally produced
content versus globally adapted
Today’s'Arabic'skep9c'will'embrace'relevant'
and'honest'brands,'ones'that'appear'to'
understand'them,'speaks'their'language'and'
even'their'accent'in'some'cases.''
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12. GUIDO%MERCATI'
CIO''
FILMMASTER'MEA''
Big culture moment campaigns
could be a trap for many CMOs
Branded'Content'is'in'fact'and'mostly'about'
365,'responsive,'omnichannel'plaaorms'to'
serve'beber'your'everVdemanding'audience.'If'
you'don’t'answer'a'need'and'you'don’t'keep'
on'following'up,'someone'else'will'do'it'for'you'
or'will'find'the'first'opportunity'to'sneak'in,'
wherever'you’ll'leave'some'room.''
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13. More 360 and continuous
content creation strategy?
y
consumers, their particular brand. long and the short of it’.
16. ANN%HANDLEY'
Author'and'CEO'
MARKETINGPROFS'
Find a mechanism to allow you to
collect customer stories at scale
Airbnb'is'killing'it'in'branded'content.'For'
example,'they'recently'launched'a'plaaorm'
where'people'can'submit'their'own'stories'at'
Create%AirBnB.'
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18. Build an inspiration library
LEAH%BULEY'
Principal'Analyst''
FORRESTER'RESEARCH'
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19. MITTU%SIDHARA'
CIO/CTO''
TUI'TTRAVEL'PLC'
Look at your comparators for
inspiration not just competitors
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Your best experience is your best
experience and it doesn’t matter whether
that’s in travel or if it happened in a shop,
or it happened on a web site. We’re
continually scanning the market for
what good looks like.