If you could put out an industry SOS, how would you fill in the blanks: CONTENT CREATORS OF THE WORLD, PLEASE STOP WITH THE _______. THE INDUSTRY REALLY NEEDS MORE ________. Why?”
Content creators of the world, please stop using offline (print, TV) assets as your digital concepts. The industry really needs digital-first content to elevate the consumer experience and drive innovation. Great content not only drives results, but it raises the bar and expectations for what these platforms can and need to do. It all starts by concepting around the user experience, not just the message, and understanding how to leverage the technology and daring to try to push the boundaries. Test and learn, try something new with every program. Quality content stands out. Your brand will stand apart, and the platforms you are using will evolve to meet the next challenge.