Engagement, followers and fans are irrelevant metrics these days, according to Katy Howell, CEO at Immediate Future. She argues that brands need to go back to relying on “good old fashioned marketing techniques”.
Brands need to be providing quality, relevant content instead of just ticking a box. In Katy’s words, they need to “stop noisily shouting and start singing” if they want to grab attention.
She was speaking at this month’s The 99//Club Digital Festival and in the video below talks about the need to spend big with social content and why marketers need to actually use their social data to “be a better brand”.
NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.
The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.