A Study in Brand Transformation–Interrupt Advertising Interrupted


Skyword’s A Study in Brand Transformation examines how marketers are handling the shift from interrupt advertising.

The rapid decline of interrupt advertising has forced marketers to begin looking for other ways to reach and connect with consumers. Many brands are turning to sustained storytelling as the primary way to engage with and convert customers across a wide array of digital channels and mobile devices.

Interrupt Advertising–Interrupted

Adapting to this change dictates a shift in mindset from pure product marketing and interrupt advertising to an editorial focus on building audience. This shift requires new organizational structures for marketing teams. They need to gain greater insight into what motivates their audience members, adopt technology and processes to support scalable publishing and distribution models, and recruit talent more aligned to publishing than traditional marketing roles.

Skyword explored the transformation process to better understand how marketing organizations were changing – if at all – or if they were continuing to invest in traditional marketing approaches and skill sets.

Research Insights

Skyword’s new research shows that enterprise marketers have yet to take all of the necessary steps to transform their departments to be extremely successful. The silver lining: They’re optimistic about the future and are hungry for change—it’s built into their DNA.

Skyword determined that a transformative organization is in the process of shifting or has shifted in six key areas:

ORGANIZATIONAL STRUCTURE: Re-organizing their teams to eliminate silos and streamline communication and collaboration.

Rolling out new technologies to support this transformation.

Recruiting and developing team members with skill sets that are aligned with a model for publishing original content in a scalable way.

Moving from interrupt marketing strategies to a publishing strategy that is in line with changes in audiences’ information consumption preferences.

COMMUNICATING BRAND STORY: Growing awareness of a brand’s story internally and externally and expertise from throughout the organization at communicating it.

TAKING THE STORY GLOBAL: Executing a multinational approach to brand storytelling and publishing.

58% of enterprise companies have invested in new technology in the past year.

40% of enterprise marketing teams have expanded their content marketing efforts in the past year.

38% of enterprise companies have reorganized their marketing teams in the past year.

Key Findings

Much has been written about the power of brand storytelling, and the cadre of companies reaping its rewards continues to grow. Despite profound shifts in the way people consume information and relate to brands, companies surveyed within the research were only in the early stages of transforming their marketing teams to adapt to this shift.

These findings confirm what many marketing leaders lament: they know they need to make this shift, but they don’t have the internal resources to execute it.

Key takeaways of the research are as follows:

ORGANIZATIONAL STRUCTURE • The majority of the companies surveyed (62%) had not reorganized their marketing teams in the prior year. However, of the 38% of the companies that had reorganized their teams, more than a quarter (26%) reported being extremely successful at marketing, compared to just 9% of those that hadn’t reorganized.

TECHNOLOGY • Technology investment was a major area of transformation for the companies surveyed with more than 58% of the companies having invested in new technology over the past year.

Firms that reorganized marketing in the past year were also more likely to have adopted new technology within the last three months (24% vs. the 9% that didn’t reorganize).

Top technologies used were social media monitoring and measurement, design, analytics, and content marketing software.



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