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New rules of engagement in the age of content

Effective content output requires a comprehensive distribution strategy.

Businesses need to present engaging content at the right time and at the right stage in the consumer journey. This is where critical consumer insights come in, including when and how consumers are connecting to their mobile phones and what type of content engages them.

STEPPING onto a crowded MRT train these days, one would be hard pressed to find commuters hiding their faces behind broadsheets. Instead most are glued to glowing screens of varying sizes, shifting around candy-coloured blocks with their fingers, reading novels and emails, watching the morning's...

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