Communications and marketing insights by Rick Kupchella and the Informed Engagement Network – May 31, 2018.
The core of what we do at i.e. network is simple. We help brands tell their story in a compelling way, then distribute that story – in a highly targeted manner – for audiences most likely to engage.
This briefing is part of a monthly series we’re putting together, aimed at communications and marketing leaders charged with improving business performance. Today’s piece was inspired by a CMOs workshop conducted recently at IEN, and is anchored by a related article we produced in our collaboration with Forbes.
It focuses on the underlying catalyst for today’s content marketing: disintermediation.
Something near and dear to my former media colleagues – being among the first to be seriously disintermediated in today’s digital world.
It’s a scary reality – industry landscapes disrupted left and right, the destruction of businesses that until recently looked stable.
And click here for more on my own experience with disintermediation.
Be informed: Target vs. Amazon
Amazon recently announced Prime members will get 10 percent off sale items at Whole Foods locations across the country starting this summer. It’s the latest perk introduced by Amazon since it burst on to the retail grocery scene last year.
This discount announcement came right after an aggressive move by competitor Target. The Bullseye is cutting the next-day delivery fee for its Restock service. It’ll drop from $4.99 to $2.99 for standard orders, and be free for REDcard holders
Key engagement: 45 million players
Consoles aren’t going anywhere, but smartphones have become a force in gaming. Mobile spending now accounts for 30 percent of the video game industry’s revenue – up from 9 percent five years ago.
That number even caught the attention of entertainment behemoth Marvel, which tapped “Fortnite” for an “Avengers: Infinity War” promotion, building a playable Marvel character into the game. That’s a creative, direct way to reach engaged consumers.
From the network: The Echo Effect
Cargill had a new line of business development it wanted to pursue, and asked i.e. network to engage potential customers. So our social intelligence team uncovered more than 100 key influencers among dozens of important, corporate clients.
i.e. network then produced content we knew would resonate, shared it with those people – and watched it take off. The echo could be tracked in real time, spreading outward from those 100 initial influencers, reaching more and more eyeballs.
How did Cargill know it was working? Because the businesses they were seeking to connect with reached out to them – proactively – after seeing the content that was produced.