McDonald's To Double Its Marketing Content This Year, Says CMO Deborah Wahl

    DELHI, INDIA, September 29, 2016 /24-7PressRelease/ -- 2016 is proving to be a game-changer for content marketing. Marketers are using objective data to create better strategies, and more engaging content, as per a survey by Ascend2.

A whopping 89% of participant companies think that their content marketing efforts are more effective now than in years past. And confirming the company's big digital push, McDonald's has revealed that it is about to create 5,000 pieces of content this year.

CMO Deborah Wahl spoke at length about the company's revamp at the Interactive Advertising Bureau's IAB Mixx Conference. In particular, she highlighted some of burger giant's digital work on Twitter, Youtube and Snapchat as examples of effective campaigns.

On Snapchat for instance, McDonald's geofilters have been used a whopping 12 million times and have generated 308 million views since launching last year.

"In the last two years, we've created approximately 2500 pieces of marketing content a year," she said. "This year, we will create roughly 5,000 pieces of marketing content, so we're making more content but we're also challenging ourselves to make our content much more valuable to our customers."

Consumers are largely becoming immune to blatant advertising. And there are a ton of different ways in which they engage with content, media and marketing messages. "At a time like this, it only makes sense that brand like McDonald's will read the terrain and adapt to consumer preferences," says Hitesh Sahni, a digital copywriter and content marketing expert.

In light of this change, McDonald's most recently handed over its huge creative and media business (valued at $1 billion) to Omnicom. To handle this undertaking, Omnicom will create a dedicated unit overseen by DDB CEO Wendy Clark, and staffed with employees from Sparks & Honey, Critical Mass, Google and Facebook.

The desire to be a prolific creator of real time content has led to the company hiring a new type of creative agency. The goal is to build, "the type of agency that could drive the innovation, velocity and impact that we require," said Wahl.

Hitesh Sahni is a web copywriter and content marketing expert helping businesses worldwide with compelling content to generate more leads and sales. Learn more at http://copycupid.com

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