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Paid. Earned. Viral.
Terms overheard in marketing departments everywhere. But what do they really mean? And how do we put them to work for brands?
Buzzfeed founder Jonah Peretti and Virgin Mobile Head of Brand Marketing Ron Faris offer fresh perspectives.
Faris emphasizes the need for brands to have content at the ready to enter into the conversation and get consumers spreading the word for valueable, earned impressions. Responsiveness is key, and says marketing teams can learn from the "newsroom model" to keep up. High quality brand content is critical as an anchor in the marketing mix, and when coupled with more responsive, quick-to-market assets becomes even more impactful.
Peretti builds on this and ventures to demystify what "viral" really means. He admitts he's consistently surprised by what does and doesn't light fire on Buzzfeed. His advice? Diversify.
Great creative built on a foundation of solid insights will always be critical. But taking a page out of the investing playbook, Peretti advocates for "hedging" the big brand bet by diversifying with responsive, rapidly developed content.