The GaryVee Audio Experience
Your Brand Can Be Visible, But IS IT Relevant?
Apr 14, 2024
Marcel Marcondes, the CMO of ABInBev, discusses the critical shift from mere visibility to true relevance in advertising. He emphasizes the power of authenticity and creativity, especially in today's socially conscious climate. The conversation touches on the vibrant interactions at Cannes and how brands can engage more meaningfully with their audiences. They also explore the industry's struggle to adapt to new formats like TikTok, gaming, and NFTs, while fostering hope for innovation in marketing.
13:23
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Quick takeaways
- Creating content that deeply connects with audience needs is crucial for impactful marketing.
- Transitioning from traditional to social-centric content and embracing new platforms is vital for marketing success.
Deep dives
Importance of Relevance in Marketing
Relevance in marketing is emphasized as a crucial factor that separates impactful work from merely visible campaigns. The focus on creating content that deeply connects with the audience's needs or values is highlighted. It is pointed out that combining reach with relevance is key to making a significant impact in marketing efforts. The significance of producing content that resonates with consumers, such as the case of TikTok content being relevant to the current brand narrative, is underscored.
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