Develop Content Capabilities Now
Marketers' traditional advertising tactics face a new disruption: paid content. Why? Because the number of consumers buying online content in Western European countries will continue to swell over the next five years, and the services they're buying from are pushing ad-free content models. As a result, the opportunities for you to reach consumers are splintering. Digital marketers must respond by developing content capabilities: Own content properties, establish sponsorships, and craft content marketing strategies.