Content that works well on Facebook may not work on Twitter or Pinterest, or as an organic search result—or perhaps a consumer only uses Facebook on mobile and Pinterest on desktop. In a February 2014 survey of Fortune 500 CMOs by Mass Relevance and CMO Council, reaching consumers across digital touchpoints was the second-biggest challenge among respondents for this year.
“Across different formats, you have different expectations. It’s the same story, the same content. But it has to appear differently in the way that consumers expect, and that means different apps, different devices, different types of day—whatever it is,” said Eric Korsh, senior vice president of brand social.content at DigitasLBi. “Technology has moved much faster than marketing infrastructure and our marketing dollars and understanding. The industry is catching up to the velocity of these new platforms and channels.” Read the rest at eMarketer.