MEC releases its fifth annual Review Preview

The 2015 edition pulls together key global thought leadership essays

BestMediaInfo Bureau | Mumbai | January 14, 2015

MEC has released its fifth edition of Review Preview (RP No. 5 – Transforming Marketing). This collection of global essays recaps the most significant takeaways from the past year and transforms the way consumers explore, discover, buy, and engage with products and services as well as with each other, transcending traditional channel boundaries in 2015.

Commenting on Review Preview, Carl Fremont, Chief Digital Officer, Global, said, “This year's articles from our global network of senior leaders provide a guide for implementing marketing brand initiatives in a digital-enabled world. Digital has transformed the ways in which consumers explore, discover, buy, and engage with products and services as well as with each other, and staying ahead of technology and the consumer's changing expectation is one of the biggest challenges of today's marketers. Our best advice is to dive in and explore the new opportunities to change and grow the business: Open your data and your services, fund disruptive innovation, experiment, fail and learn.”

The essays, written by MEC's senior team from around its international network, offer a truly global perspective on marketing. Key articles include:

The power of building stories: At the forefront of the massive shift in marketing, content has emerged as a major marketing disrupter, empowering brands to educate, entertain and mobilise the participation generation. As an example, the essay links to Netflix and MEC's award-winning native advertising project for the Season 2 premier of 'Orange is the New Black'.

Escape the live room: In the 2000s, we've built labs; in the 2010s, we've built live rooms. But today, many of those live rooms have turned into sad, abandoned conference rooms with lot of expensive screens. The author argues that live is not a space, but a cultural transformation and a new way of working. As marketers, we must be ready to be always on, meeting the consumers in real time, whether from inside the live room or not.

Data is changing how marketers plan: The data and technology advancements enable marketers to unlock and monetise consumer insights at an unprecedented rate, making way for real-time solutions, customisable audiences, endless creative iterations and opportunistic channel activations.

Romancing the e-commerce shopper: There is much more to e-commerce than just giving consumers a place to enter a credit card number. In 2015, the sheer volume of everyday consumer decisions that will be made e-commerce will necessitate brands to, as David Ogilvy said, “charm the consumer into buying their product.” Brands should leverage consumer insights and technology to tell a cohesive, consistent and compelling story across all ecommerce touch points.

The rise of digital video: As screen and content choices continue to proliferate, video will become an ever greater part of our lives. Marketers need to think more about how they can leverage digital's unique capabilities to create immersive and relevant video experiences. To this end, there are three areas marketers need to keep top of mind: interactivity, native video advertising and social TV.

As a digital flipbook, accessible here: http://www.meccontent.com/RP5/ReviewPreviewNo5/

Info@BestMediaInfo.com

Info@BestMediaInfo.com