On Tuesday, Mashable introduced its new product, Mashable Lift for Brand Partners at the Cannes Lions International Festival of Creativity. The publisher has teamed up with DigitasLBi and VaynerMedia to launch this self-service application that allows brands to publish social assets to the Mashable website. The introduction of this technology signifies the rising importance of quality content and real-time marketing.
At SXSW in March, Mashable introduced its Social Lift product, which publishes native advertising units as social media updates. Using this tool, Friskies gained the attention of fans by publishing Vine videos of the infamous Grumpy Cat that seamlessly integrated with Mashable editorial.
With the introduction of Mashable’s latest product, brands can now self-publish content directly to the Mashable site. Its capabilities allow users to create ads just as quickly as social media updates. This rapid response can increase interactions between brands and fans in a meaningful way, similar to Oreo’s “Blackout” ad on Twitter during the Super Bowl. For users who need assistance creating quality content, Mashable’s Branded Content Team helps develop quality assets.
According to John McCarus, SVP at DigitasLBi, “[Marketers] have to be fast, and we have to engage quickly.” He also calls Mashable Lift the “perfect solution” for brands with an OEP—owned, earned and payed—model.
Gary Vaynerchuk, VaynerMedia co-founder and CEO of VaynerMedia stressed the importance of storytelling. “Content has always been important,” he says. “If you don’t know how to tell your story, you lose.”
Disruptive advertising like banner ads are less effective and easily ignored, and brands can no longer afford to lose out on sales by spending months on advertising approvals. Marketing has evolved, and now brands must become more relevant and responsive to stay in the game. Whether they’re using Mashable Lift or other publishing tools, brands should create timely content and interact with audiences in a natural way.
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