Why Brands Are Now Putting Up Paywalls

Let’s all agree on one important point up front: No one has ever built a successful business model on the foundation of giving away free stuff. There are brands and properties that lure in consumers with products, content and other dangled carrots, of course. But this is always in exchange for something: attention, exposure, association. If you’re a business buying enterprise products, software, services or goods from another business, then you’re part of the buyer-to-seller ecosystem. Whatever it is that’s being sold,…

How Enterprises and Brands Utilize Video to Maintain Consumer Engagement and Continuity

Keeping up with advertising, marketing and customer-outreach trends might feel like an impossible hill to climb. Or maybe more like a footrace with 20 other brands, all of them sprinting at once, clambering up a narrow escalator headed down. There’s always some emerging technology, a new platform, another channel that must be understood and embraced. You’re always hustling to connect with an increasingly fragmented market – and to do it better, faster and more efficiently than your competitor. But the classics never die.…