The power of social media is such that there’s no going back. Its reach is wider than advertising and PR put together, and the burning question for businesses is how best to leverage this new commercial asset.
Stepping up to put its powers of persuasion more easily within the reach of marketeers and brand managers is Greta Dunne, founder of Marker Video. It is a content marketplace that collects short product videos made by consumers and sells them for promotional use. The brands buying the videos pay Marker, and it pays the citizen reviewers for their content.
“Brands need authentic, trustworthy content at scale as consumers have become sceptical about scripted ads and inauthentic content pretending to be genuine,” Dunne says.
“Personally, I didn’t like the idea that people are gifted free products and told to say that they lik
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