#eric schwamberger

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Whether branded entertainment, content marketing, or native advertising, we are attempting to create attention getting content that becomes what people are interested in. This is more powerful place than disruption marketing which inherits the implied concept of interrupting what you are interested in to get attention.

Response from Eric Schwamberger at Tenthwave Digital for a new report I'm putting together as part of communication programme that’s being supported by the IPA, ISBA, PRCA and Branded Content Marketing Association (BCMA). You can see Eric's full response here, and if if you'd like to contribute to the report you can find out more about what I am up to here.

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What will change: Content will become essential to win the hearts and minds of consumers as they will become more conscious of public health issues and more informed as to their options. This will make it essential for food brands to have a social “point a view and personality” that people want to be a part of. In some cases, this will translate into a true commitment to Social Corporate Responsibility issues important to their consumers (Chipotle), while for others it will simply be through defining themselves into a lifestyle consumers wear as a badge (Kashi). Regardless of approach or levers, the natural and organic social communication of these brand beliefs will become an increasingly important consideration for brands. What won’t change: tech will still fuel the evolution of Social CRM becoming a mainstream discipline for Food Brands, driven by evolution of data analytics tools that continue to close the loop from profile to purchase. This provides a host of new opportunities for savvy AdTech marketers who get how social content, mobile enablement, contextual advertising and shopper data work together.

Eric Schwamberger, Partner, Tenthwave Digital New York, on what will be different in 5 years in the food industry and what will remain the same. Eric will be speaking on the Like Minds’ How Social is Shifting Our Relationship with Food panel during Social Media Week London 2014.

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Snippet from interview with Tenthwave's strategy partner Eric Schwamberger for Best of Branded Content Marketing: 10th Anniversary Edition ebook I've curated.

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Today, there is way too much data for most companies to effectively use, thus many brands look to short term measurements and standard metrics to challenge their agencies with. Unfortunately, most agencies are wired to give you the metric you ask for, instead of the one that you need. Do you want impressions and engagement or sales and customer lifetime value? Most ask their agency for engagement while what they want are sales. One is not necessarily a path to the other. Of course impressions and engagement are valuable, but they only achieve sales, or CLV in the framework of a more complex customer journey informed by a more evolved analytical construct. In the future, companies will need to stop collecting data and begin to actually use it to be a responsive and dynamic brand worth the love of an actively evolving marketplace.

Eric Schwamberger, Strategy Partner, Tenthwave

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Audio interview with Eric Schwamberger, Strategy Partner at Tenthwave about the Future of Branded Content Marketing