Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
2
TABLE OF
CONTENTS
01 A Turning Point for Immersive
Content…...................................4 05 The OTT Entertainment Revolution
…............................................ 27
04 A Renaissance in Search..............22
08 Blockchain Evolves from “Fintech”
to “Storytech” ….......................44
3
A TURNING POINT FOR
IMMERSIVE CONTENT
4
2017 IS GOING TO MARK A TURNING POINT
IN THE WAY AUDIENCES INTERACT WITH
AND CONSUME VIDEO CONTENT.
With the releases of the HTC Vive™,
Oculus Rift, PlayStation® VR as well as
MOBILE VIDEO
Niantic Labs’ Pokémon GO on Unity, CONSUMPTION
both virtual reality and augmented
Trends
reality became important technological
breakthroughs in 2016. Efficient Streaming + Data Are
Everything
What’s Next
More audiences will begin consuming a
We believe 2017 will focus on more majority of their content on mobile devices
immersive video content that features with the introduction of 5G wireless.
elements of interactivity as well as more Weekly share of time spent watching TV
applicability for general usage. and video on mobile devices has grown by
85% from 2010 to 20161. On fixed screens,
It’s important to note that Snap Inc., consumption has decreased 14% over the
Facebook and Google are all heavily same period.
invested in virtual reality and augmented
Large telecoms are investing heavily in
reality. These companies will continue to
content and they will need to support
gradually roll out capabilities that
video consumption through efficient and
leverage immersive video technologies
quick stream loads.
and will help amplify the reach of both
1. “Ericsson: Mobile Video Up 200 Hours a
virtual reality and augmented reality Year Since 2012.” Broadband Technology
content to the masses. report (2016 November). Retrieved from:
http://www.btreport.net/articles/2016/11
/ericsson-mobile-video-up-200-hours-a-
2017 DIGITAL TRENDS
year-since-2012.html 5
Strategic Partnerships Matter advertisements between shows. Brands • Consumers will be comfortable
should invest in 360 video advertisements in consuming video on mobile without
Services like Comcast and DirecTV Now
order to take on companies like BuzzFeed, data charges.
may potentially partner with Snap Inc.
CNN and Complex who are placing an
and Facebook to distribute television • Networks partner with Snap Inc. and
emphasis on live video. Moreover, many new
content through these platforms. 2016 has Facebook to distribute shows to targeted
media companies like Cheddar and
shown that networks like NBC are confident audiences watching on mobile devices.
TheBlaze are popping up that are strictly
in such platforms by creating partnerships
focused on live video. Expect to see these
with Snap Inc. for The Tonight Show with How Brands Should
trends continuing in 2017.
Jimmy Fallon, the 2016 Summer Olympics Respond
and The Voice. In 2017, more networks may Major Takeaways • Brands should place more emphasis on
take a similar approach.
• Expect change in traditional content short form video content since
Length + Formatting May Change formats from 30 minute shows to less audiences will begin consuming more
than 7 minutes. video content on mobile devices.
This change in entertainment consumption
amongst audiences may provoke a change in • Media companies will continue to push • Brands can distinguish themselves by
the traditional length of content formats. “live streaming” as a way to inform creating mobile highly impactful 360
Mobile first content may run shorter than 6 their audiences on social. Live-focused degree advertisements.
minutes per episode, with multiple episodes digital media companies such as
• Brands should partner with video
being distributed throughout the week. Cheddar will continue to emerge.
influencers on live streaming, mobile
Networks will test mobile consumption habits
• In 2017, there will be a rise in 360-degree first campaigns via Facebook Live.
but they will first reposition existing 30 minute
shows for mobile. video advertisements on mobile devices.
• Brands should explore creating live
• Anticipate an evolution to 5G wireless content to document their presence at
Depending on the mobile audience drop-
which will support telecoms’ emphasis real-time trending events such as the
offs, they will make adjustments to the
on mobile video content. Daytona 500, SXSW, Super Bowl and
formats. Mobile first content consumption
Cannes Film Festival.
may also lead to a rise in 360 video
From the days of wearing GoPro cameras on Spectacles by Snap Inc. are only $130 per Spectacles by Snap Inc. may take this one
our heads to the built-in convenience of pair, making them affordable for the step further to full body augmented
Spectacles by Snap Inc., we anticipate more general public. Furthermore, Spectacles reality. Imagine turning your friend into an
brands will begin playing with wearables. connect via Bluetooth to a user’s NFL football player in full pads when he is
smartphone and allows users to record, running for a pass. Alternatively, imagine
More importantly, there is a shift towards
review, then upload content directly to a transforming your child into a Marvel
wearables that work. For example, the
Snap Inc. account. It is utilizing existing superhero or a Disney character. The
latest version of the Apple Watch was built
with a clear purpose (health and fitness) in technology to create efficiency and lower possibilities will be endless and, if this feature
addition to standard features like GFS, the barriers of entry. Most importantly, is released, there will be a viral effect.
waterproofing and a faster processor. Snap Inc. has overcome the “nerd factor”
by introducing technology that millennials
If you combine these technologies with Apple’s can embrace.
second wearable, Airpods, the combination
has the potential to change the future by Keep an Eye on Snap Inc.
moving beyond mobile phone technology.
The release of Spectacles will allow Snap
Wearables Will Affect Content Inc. to unveil their circular video
functionality. This technology will allow
The shift is also noticeable with the plethora users to consume mobile video more
of auto-follow drones that are entering the effectively as the video will conform to
market. As a result, the concept of the movement when a smartphone is tilted.
selfie is taken to the next level with drones Snap Inc. will have a major impact on how
that can capture video footage without the content is shared and consumed in 2017.
need of a second person or video operator.
8
2017 DIGITAL TRENDS
Major Takeaways
• Augmented reality will be accessible to the general public via Spectacles by Snap Inc.
• Video selfies will become more prevalent, and increase in quality, with the use of auto-
follow drones. This will provide a new wave of content for marketers to pull from.
• More 1st person creative video content will be created (i.e. NBA players dunking with
Spectacles, 1st person view at Academy Awards or Coachella with auto-follow drone).
• Audiences will grow to expect circular video from all sources with Snap Inc.
leading the way in introducing this technology.
• Consider enlisting an influencer to take over the brand account and capture
content via content wearable technology.
• Think about using auto-follow drones for contests and other content capture programs.
10
DIGITAL MEDIA HAS REACHED
ITS ADOLESCENCE.
Alongside a burgeoning strength in included) works feverishly to cure its ills, teased us with breakthroughs surrounded
influencing marketing investment, there is brands are in a new position to want the by long stretches of inertia.
also awkwardness in terms of making good best of both worlds: the efficiency and
on some ambitious promises. accountability that digital promised In 2017, we’ll see momentum build as
Sophisticated targeting technology and coupled with the transparency and sensory Programmatic TV buying is expected to
programmatic buying were meant to impact of traditional media. . grow 600% from 2016 to 20182.
eliminate audience fragmentation and Additionally, expect multichannel video
wasted ad dollars. The promise of
accountability and ROI was irresistible as
HOW THE PAID programming distributors (MVPDs) and
Telcos to continue to acquire or partner
programmatic media enjoyed triple digit MEDIA INDUSTRY IS with digital content companies and offer
YoY spending growth up to 2014. cross-channel ad programs (e.g. Verizon –
ADAPTING AOL – Yahoo; AT&T - DirecTV - TimeWarner;
But growth slowed to 51% in 20151 due in Comcast – Netflix - Sling).
large part to valid skepticism concerning
1) Traditional media
non-viewable ads, phantom inventory, companies will accelerate 1. “US Programmatic Ad Spending Forecast:
Most Mobile Display and Video Ad Dollars to
blocked ads, bot traffic and cookie their digital transformation Be Automated by 2018.” eMarketer (2016
bombed attribution models. Fueled by September). Retrieved from:
http://na2.totalaccess.emarketer.com/Reports/View
brands and agencies looking for impossibly er.aspx?edelman&R=2001894
The collision of digital and linear TV has 2. “US TV and Digital Video Ad Spending,
low CPMs, fraud networks preyed on low
Programmatic vs. Nonprogrammatic, 2016 &
been slow and messy, punctuated with
quality publishers, networks and exchanges 2018.” eMarketer (2016 November). Retrieved
some milestone moments that have kept from:
to create false efficiency. http://na2.totalaccess.emarketer.com/Chart.aspx?R
hope alive for convergence. From Disney =201061&dsNav=Ntk:relevance%7ctv+programmatic
Theme Parks telescoping with BSkyB in %7c1%7c,Ro:-
As a result, demand for transparency is at 1,Nr:NOT(Type%3aComparative+Estimate)
2004 to Twitter live streaming Thursday
an all-time high. While the ad-tech side
(participating brands and agencies Night Football in 2016, the industry has
16
2017 DIGITAL TRENDS
1. Measurement will evolve in new,
meaningful ways
With increasing pressure for marketing organizations to rationalize spend and
prove return on investment, Influencer Marketing will become more
measureable with the growing presence of new tools and vendors.
TOP FIVE •
brands, based on KPIs, should spend against specific programs.
INFLUENCER
Specifically, earned will be used to justify total impression, share of
voice and sentiment impact. For innovative collaborations between
brands and influencers, earned will also play a central role.
TRENDS AND When identifying influencer programs, look for partners with a combination of:
Platforms are limited right now, with very few able to solve for all of these.
Brands must find partners who both understand the space and how to apply
layers of technology. This will ensure all influencer programs are executed
flawlessly across strategy, identification, contracting, execution, promotion
2017 DIGITAL TRENDS and measurement.
17
2. The “mass influencer” deal becomes more
complex than ever
As the fame of mass influencers increases, the approach to influencer deals
will need more precision than ever before. Dealing with influencers who are in
pursuit of fulfilling their star fame will be a challenging endeavor for brands.
• Advancing the fame of these influencers will be top of mind for their talent
agents. Deals will be evaluated based on alignment and exposure.
• In some cases, brands should consider leading their offers with what the
influencer is expected to deliver first and foremost. Brands also need to leverage
internal legal and business affairs for all deals to avoid liability or exposure.
Scalability for “always on” programs will be a central strategy to drive sales lift for
micro-influencer campaigns. To ensure success, brands will need to invest in
technology and staff or turn these programs over to agencies to support the
ongoing oversight required to effectively and efficiently manage activations.
BY JESS CLIFTON
In 1990 the Internet was born and with it came a slew of Directories or “search engines” created to organize
companies trying to help organize how content on the Internet was 1993 web pages
organized, catalogued, searched and, eventually, found. From the
very early launch of search engines like Excite in 1993 to Yahoo in 1997 Google born
1994 to Google, the eventual King of Search, in 1997, search has
had its share of ups and downs through the last two decades. The heyday of spam tactics such as keyword stuffing,
2003 domain buying & spam link building begins
Over the years, as with any technology that makes it easier for
First major algorithm targeting spam links are
consumers to find information, brands and agencies have sought
ways to take advantage of the technology. From the very early
2005 launched – Jagger and BigDaddy
If search engines are humanizing the way they are serving up search results,
agencies and brands will follow suit by focusing on the human conducting
the search and not just the keyword.
25
How Brands Should Respond Finally, brands more than likely need to redo their websites. Often,
websites were done with a developer who might have done “SEO”
Truly Know Who Is Being Targeted but actually just updated title tags. Conduct user testing to find
any disconnect between site design and user experience for target
Brands need to keep their customer segmentation fresh. It can be consumers, and then use the data to build a better site. Keep in
tempting to let the data lapse because customer research can be mind that mobile search outnumbers desktop (and operates
expensive and hard to tie back to ROI. However, not knowing the completely differently than desktop) so take a mobile-first
various customer segments just isn’t an option anymore. With the approach.
amount of data available from analytics and CRM tools, there really
isn’t much of an excuse anymore to not know everything brands can Ask the Tough Questions Internally and Externally
about their consumers. For example, it is important to know:
• Are they actually searching? Whether brands manage search internally or through a search
• What are they searching for? agency, they should take an honest look at how they approach
• Where do they search and what actions are they hoping to take search and whether or not it’s the right approach.
at the end of their search?
• How many times do they search before they make an action? If a brand is using a search agency and they:
• Keep SEO and SEM separate
Know What Customers Are Finding About the Brand Online • Aren’t helping solve complicated business problems
• Aren’t being proactive and bringing creative ideas and blowing
Since how consumers search has fundamentally changed, brands the brand’s mind every day
can no longer just care about their websites when they think about Then it’s probably time to find a new agency. And if a brand is
search. Brands need to catalog their entire online presence of choosing search agencies based on the lowest price provider versus
owned and social channels, as well as any knowledge graph or those that are actually going to help them solve their business
auto-complete data that shows in search for the brand. Brands problems, it’s time to rethink that strategy and find a true partner
need to know exactly where they’re showing up (e.g. could be that does not view search as a commodity.
other non-traditional search engines such as Amazon for retail
brands), who is showing up against them and the brand’s general BY ALYSSA ESKER
sentiment online.
Search Engine Optimization and Marketing
MEANS FOR
market ranging from non-traditional, multi-
channel video programming distributors As OTT services and TV consumption options
(DirecTV Now, Sling TV) to stand-alone increase, audiences can now cycle through
1. “Over the Top TV Trends.” L.E.K. (2015 June). Retrieved from: http://www.lek.com/our-publications/lek-insights/over-
top-tv-ott-trends-series-part-one 28
2017 DIGITAL TRENDS 2. State of the Broadcast Industry 2016: OTT Moves to Center Stage.” Ooyala. (2016). Retrieved from:
http://go.ooyala.com/rs/447-EQK-225/images/Ooyala-State-Of-The-Broadcast-Industry-2016.pdf
Content producers are feeding into demand more closely with content-makers to promote
by developing over 500 scripted shows their product.
projected to launch in 2017 alone. 3 Content is
TV and movie advertising budgets will
king with Netflix spending an upwards of
increasingly move to social and digital,
$5B and Amazon $2.6B on programming versus traditional media marketing, since
investments.4 Gaming, shopping & socializing tailored ad products on social deliver more
are all finding their way into OTT services. tangible ROI versus traditional ad buys
focused on buzz and awareness.
Despite the popularity and demand for OTT,
traditional linear TV advertising continues to Social platforms are addressing this need by
be the dominate mass market reach vehicle. developing more custom paid ad products
specifically built for entertainment brands.
That being said, as audiences continue to For example, Snap Inc.’s desire to partner
migrate away from traditional TV and with Fandango to build in-app ticket
consume their content via multiple devices in purchasing or Twitter’s flock to unlock
ad-free environments, brands and programs delivering exclusive first-look TV
advertisers must discover new, meaningful and movie trailers.
and integrated ways to connect with them.
We’ll continue to see more live-streaming
Industry Impact opportunities like TV episode sampling and
talent Q&A’s on Facebook Live. Meanwhile,
Advertising budgets shift to social + Twitter will continue to live-stream big TV
digital moments like NFL games and the presidential
debates while Snap Inc. will continue to
As OTT platforms and streaming services look
partner with brands and networks on content
to social media to promote their TV shows
for their Discover platform.
and content, advertisers and brands will start
to see this as an opportunity to create
branded integrated campaigns and partner
3. Framke, Caroline. (2016 August 10). “500 scripted shows in 2017 and 71 Netflix originals: the future of TV is crowded.” Retrieved
from: http://www.vox.com/2016/8/10/12413968/peak-tv-500-shows-john-landgraf 29
2017 DIGITAL TRENDS
4. Hopewell, John. (2016 October 15). “Mipcom: Netflix, Amazon Now Rank Among TV’s Giants, HIS Markit Says (EXCLUSIVE).”
Retrieved from: http://variety.com/2016/digital/news/netflix-amazon-tv-giants-ihs-markit-1201890326/
HOW BRANDS “The traditional media landscape
SHOULD RESPOND is shifting and control is moving
2
into the hands of the audience…”
With so many consumers using ad-free streaming services as their
source for TV content, it’s impossible for brands to not take notice.
Predictive thinking sheds light on a few opportunities:
SOCIAL MONETIZATION
52%
U.S. cord-cutters cancelled their paid TV
7
TV shows with a large, passionate fan base could partner with companies subscription due to lack of affordability
to monetize their social channels, giving brands and advertisers real estate
and the ability to create integrated subversive branded content.
NATIVE OTT
Brands can create their own OTT platform to attract consumers. Red
1,000hours
Bull TV has an OTT platform, inclusive of original programming, for its Number of hours of original programming
niche audiences, and the HSN OTT service with an integrated live feed are 8
Netflix will produce in 2017
just two examples. 5
BRAND INTEGRATION
A natural migration of an already proven tactic.6 Even though the majority
of TV viewing is still consumed in the form of traditional ad-supported
3.5years
Number of years it would take to watch of all
linear programming, the migration of consumers to OTT systems has the original programming Netflix offers
brands and advertisers taking notice.
31
CHATBOTS ARE HERE TO STAY
Conversational technologies, like chatbots, are reaching a maturity level that
enables marketers to deliver a quality, one-to-one marketing experience at
scale on popular social messaging apps, including Facebook Messenger and
Twitter. Having been around since the 1990s, today these technologies enable
automated, engaging conversations and can be as smart/advanced or
simple/scripted as needed.
Trends
Messaging Apps Are Becoming The New 2nd Home Screen
Facebook Messenger (“Messenger”) has over one billion users and is nearly
globally available. Previously, the only way for brands to interact with a person on
Messenger was when they reached out through customer service or when
someone sent you a direct message. The conversations were only able to be
controlled by humans. Now, anyone who sends you a message can be
automatically be directed to the bot experience within Messenger.
MEET
search)
• Absolut US (coupons)
• NFL (alerts/subscription)
• Burberry (behind the scenes
and product info) • Trolli USA (choose your own
adventure)
• Charity:Water (donations)
BOTS •
•
Activision’s Call of Duty
35
2017 DIGITAL TRENDS
Study + Learn: WeChat • Transfer money to friends, split bills Looking Ahead: Beyond 2017
amongst friends
Platform innovation in China, led by • Conversational experiences will
WeChat, is providing a strong indicator of • Follow a brands’ official accounts continue to rapidly evolve and get
how global messaging platforms like better over the next few years,
• Order and have food & drinks delivered
Facebook Messenger are evolving beyond especially as forms of AI-like machine
apps into ecosystems. • Send instructions to virtual concierge learning continue to mature.
services, book daily deals, scan barcodes
If you are looking for an indication as to • Expect more integrations into home and
in-store for instant showrooming
where Facebook is headed as it builds auto devices following on the heels of
automated conversations and engagement • Send bitcoin to a friend technology like the Amazon Echo or
through bot technology, look no further Google Home
than Tencent’s WeChat. For consumers not • Manage a personal wealth fund, make
charitable donations 1 • Bots will enter the larger consumer
familiar with how ubiquitous WeChat has
environment through integrations of
become into Chinese lives, its easy to hold
• Developers now build their services within conversational experiences on iMessage
onto the long-held belief that China isn’t
WeChat, instead of building standalone and Android messaging platforms.
innovating. The reality is quite the opposite.
apps, with all the chat app’s features at
their fingertips. Global players like • Bots will permeate the workplace via
Without ever leaving the WeChat ecosystem,
Facebook are following suit. integrations into internal business
here is a taste of what users can do from
platforms like Microsoft Office,
WeChat, which now has more than 800M
Salesforce and Oracle.
users in China:
• Conversational experiences will go mainstream.
• 1-1 and group messaging
• Hail a taxi
“Facebook Messenger for Business: Six Ways Brands Can Use Chatbots”
37
EFFECTIVE B2B
MARKETING WILL FORCE INTERNAL ALIGNMENT
38
B2B: SUPPORTING THE CMO’S NEW
REVENUE RESPONSIBILITIES
As CMOs are on the hook to drive revenue, the sophistication of customer journey mapping to reach target
opportunity for—and responsibility of—B2B audiences at key touch points for pipeline impact.
marketers has never been greater.
In the past few years, CMOs have found themselves more
In the not-too-distant past, CMOs had ultimate responsibility squarely in a position where their efforts must be seen within
for building and driving a company’s brand, ensuring that the organization as driving revenue. Fortunately, the
customers maintained a set of positive associations with the continued maturity of data platforms and sales management
company’s products and services. This, it was assumed, would technology makes sales and lead attribution much easier than
inevitably result in higher levels of customer acquisition and even just a few years ago.
retention—in other words, revenue.
To successfully become a revenue-driver at an organization,
This is almost certainly true—most customers do business however, CMOs will have to adopt mindsets that look a lot
with companies that inspire positive association. However, more like management consulting, both from a systems
it lacks a degree of specificity and measurability in times that integration and organizational improvement perspective. This
demand certainty, particularly when it comes to attributing requires a new set of concerns and necessary decisions that
marketing efforts to revenue generation. CMOs typically have not had to address before. Welcome to
the era of “CMO as Integrator.”
Whereas a B2C marketer may demand “Get me in front of
at least 500,000 Hispanic males between the ages of 35 and
45 in the American southeast,” a B2B marketer may say “I
need to talk to the purchasing manager at Acme
Sprockets.” Examination of this fundamental difference has
resulted in companies adopting account-based marketing
(ABM) approaches, exploring any one of hundreds of
marketing automation technologies and increasing the
Over the next 12 months, essential. Marketing leaders have the This expands the
opportunity to lead here; those who do will
the most important goals integration topic to
elevate the role of marketing within their
for B2B content marketers organizations and be rewarded for it.
include a group that is
will be lead generation rarely mentioned in such
(85%) and sales (84%).1 The Science of Marketing discussions: creatives.
Needs More Art
Digital engagement has to possess every 1. “B2B Content Marketing: 2016 Benchmarks, Budgets,
bit of rigor as a company’s back office and Trends – North America.” Content Marketing
Marketers that rely solely on tools at the Institute. (2016). Retrieved from:
general ledger and ERP systems. The expense of creativity and personalized http://contentmarketinginstitute.com/wp-
content/uploads/2015/09/2016_B2B_Report_Final.pdf
digital permanence While sound digital money is truly an companies and services owned the means of
production and distribution). With the advent of the
important invention—as much of a
possible & allows breakthrough as the Web itself, even—it is Web—and, more dramatically, social media—
publishing was open (anyone could do it) but not
this core blockchain technology itself that
stakeholders to merits consideration by marketers and
really secure (the content could change, often with
little indication of having done so). With the advent
communicators. This technology makes
of blockchain technology, companies can now
operate from a single, true, shared digital permanence possible
explore publishing that is both open and secure,
and allows stakeholders to operate from a which is vital in communications around supply
immutable version of single, immutable version of digital truth. chain and social responsibility. (The average mailbox
This will someday enable digital storytelling is neither open—only the mail carrier can legally
digital truth. that is both open and secure (Fig. 1). place mail there—nor particularly secure—as this
author’s occasionally disappearing Amazon deliveries
may indicate.)
2017 DIGITAL TRENDS
46
Perhaps given
$1.4 BILLION
blockchain technology’s in VC money in last three years.
anti-authoritarian roots
in hacker culture, the
communications 24 COUNTRIES
investing in blockchain technology for government services
industry has been
reluctant to explore it.
We’ve seen this posture 90+ CENTRAL BANKS
from the industry engaged in related discussions
48
2017 DIGITAL TRENDS
How Brands Should At this very early stage, Edelman recommends: to the Web, to social media, influence
has flattened while companies’ reliance
Respond Ask the fundamental question: Explore
on hierarchies has remained relatively
the benefits that can be attained if you
unchanged. Blockchain technology will
Perhaps given blockchain technology’s or your stakeholders could operate from
be a part of The Next Great Flattening,
anti-authoritarian roots in hacker a single, immutable version of “digital
where the only way to exert influence is
culture, the communications industry truth.” Those are the use cases for which
to participate meaningfully.
has been reluctant to explore it. We’ve blockchain technology is uniquely suited.
(See sidebar “Blockchain Tech in Action.”) Finally: A blockchain doesn’t magically
seen this posture from the industry
deliver absolute “truth” any more than
before. After all, we observed similar Talk to trade bodies, universities,
publishing a blog in 2002 conjured
attitudes during the advent of the World technology providers, relevant NGOs,
“transparency.” A blockchain-based
Wide Web and, later, social media. and other stakeholders: Only through
solution is only as good as the
wide and diverse collaboration can any
information fed into it, which means
It’s easier to make a prediction based on blockchain effort be successful & credible.
that collaboration and openness—lots of
a five-year horizon, versus one year. And
Prepare to do a lot of explaining: If your sets of eyeballs—are the sine qua non to
though some observers may place
efforts are meant to benefit consumers a successful deployment. That said, even
blockchain technology at the “inflated
or others outside of the business-to- a shared, permanent truth among
expectations” peak of the Gartner
business or technology arena, explore stakeholders—such as partners,
Group “hype cycle,” now is the time to
ways that they can be made to value a customers, and even regulators—has
start understanding core blockchain
truly permanent digital record. immense value.
concepts and think about applying them
to stakeholder management.
Wean your communications marketing
BY PHIL GOMES
function from hierarchies: From print,
Senior Vice President of Digital
Compliance
2017 DIGITAL TRENDS
49
THANK YOU!
www.edelmandigital.com
50