Fritz Brumder says, “Digital marketing has become a world where data often overruns the creative process. A/B (or even A/B/C/D) testing every element in a campaign sometimes becomes the obsession, relegating the ideas to simply more variables to test. Many marketers crave creativity, big ideas and innovation.

Well, jump into the live video pool, folks, because this is where the innovation is happening today.

With the growth of live video, that process has been turned on its head in just the past couple of years. Brands are innovating across many elements of communications and campaigns.

From internal launch planning to massive live e-commerce events, the real-time nature of live video not only allows for more feedback on these efforts, but also — for some brands — more (calculated) risks to be taken. The proverbial safety net of prepackaged, highly planned content, once the inhibitor of innovation, is gone. And it is exhilarating again to be a marketer!

Disrupting digital marketing

Live video has become the creative canvas for digital marketers to embrace new means of delivering branded content. Don’t believe it? There’s a new live campaign happening every week that challenges what we thought we knew about the space. Some of the more recent examples”.

Live video has become the creative canvas for digital marketers

Marketing Land

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