SundaySky agency partner and friend Amy Thorne, EVP of Performance Creative at Merkle, provides an op-ed commentary to MediaPost’s Marketing Insider on why marketers must focus on campaigns driven by empathy and situational awareness. That, coupled with the pandemic’s constraints of social distancing have accelerated the use of all things digital, particularly video.
Amy reminds us that the key to video success today is providing real experiences versus over-polished ones that aren’t relatable or believable, and that marketers must tie video content to motivational insights. Video—due to its richness, individualization and newfound ability to scale—is that personal connection for customer engagement. The technology is there, and the trick is keeping it real and making it meaningful.
Read her full commentary here on Mediapost: Keeping It Real: Why Video-Powered Experiences Connect With Consumers