![]() ![]() ![]() Real-time marketing is about a brand being able to be responsive to what’s happening in the world around them as it’s happening. There is content out there being created on a second-by-second basis and, in order for brands to stay relevant, they have to be able to access that content and utilize it in order to get their audience engaged. JK: What is basically means is… the world moves way faster than it ever has. What does that really mean for the laymen? ![]() RELATED: The C-Suite: David Chen, CEO of StrikinglyīM: That’s a nice segue into real-time content marketing and engagement, which you guys are providing and sort of telling brands to engage in real-time content, conversation, and social curation. ![]() It’s a very interesting and tumultuous time. A strategy that worked six months ago may not work again today because the rules have changed and brands are left out of control of the situation. JK: Yeah, what it means is that brands have gone from being in total control of - control of the plan and the strategy that they put forth to get the audience involved - to having to be extremely reactive and responsive. It’s definitely turned into a pay-to-play system. They’re going back to the way they did it before the days of external social media networks in order to figure out how they can regain access to those audiences.īM: I always think Facebook is a moving target for a lot of brands. So that’s one of the biggest struggles facing brands today, and most of them are going back in time to solve it. It’s kind of left everybody struggling to figure out how to regain control of the audience that once was very accessible to them in a world where not only is it not guaranteed they can get in front of them, but now they have to pay to get in front of them in places they used to be able to access very organically. I think brands have (since 5 years ago) been struggling how to do that and Facebook specifically (and then Twitter) kind of latched on, them a way to get in front of their audience in a way that felt native to where the audience was.īut over the last two, three years, Facebook especially has been changing the rules of engagement and making it so brands can’t just participate in that dialogue, they have to pay to play. So share of attention, share of voice, in the mindset of a consumer is now one of the hardest things to achieve. Jordan Kretchmer: Brands in general, if you go back 5 years ago, were disrupted in a big way by social networks taking a huge share of the attention that they used to be able to get very easily. Here he shares with us his past moments of turbulence, vision for the future, and recommendations for success.īranding Magazine: What do you see as the biggest challenge facing brands today? Kretchmer founded the San Francisco-based startup in December 2009, and has overseen its growth to 160 employees and over $67M in venture financing. Through a combination of real-time content, conversation, and social curation, Livefyre’s studio harnesses the power of user-generated content in a laudable way. In this month’s edition of The C-Suite, we highlight Jordan Kretchmer, the Founder and CEO of Livefyre, a real-time content marketing and engagement platform used by media companies and brands worldwide to create more engaging campaigns for their consumers. ![]()
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