“It’s not about buying attention from our audience. It’s about earning it.”
Myles Cameron is Head of Creative Technology at Edelman UK, the world’s largest PR firm that partners with businesses to evolve, promote and protect their brand reputations. Cameron works directly with global clients to help them strategize how to utilize technology in the earned media space to create powerful ideas and magnetic stories to have an impact.
In this episode of Velocitize Talks, Cameron shares his insights on useful branded content, privacy and personalization, and the future of digital experiences.
How do Gen Z’s behavioral changes and the erosion of trust in media guide the work you do with clients? (1:08)
“When people are producing content, they need to put it through the lens of experts…so it’s more human first than business first.”
No matter what age, trust is the foundation of a good consumer-company relationship. Today, it’s about forging trusted connections through technology. That could mean a Gen Zer buying a version of their favorite influencer’s new eco-friendly bag or online shoppers talking to a real person at the other end of a chatbot.
How do you counsel clients today and their approach towards marketing useful branded content? (3:54)
“It’s people first…If you are pushing some content out, make sure it comes from authority and a credible voice in the industry.”
Useful branded content is content that adds value. Companies should aim to produce content that features authoritative voices in the industry to not only give themselves credibility but also create new business opportunities.
Do you think the rise of voice, AR, VR and AI will change digital experiences in the future and in what ways? (8:47)
“One of those is data privacy. We’ve already seen the number of websites that have completely changed the experience.”
Emerging technologies have already begun transforming the digital experience. The question for companies today is how do you leverage these new trends like AI and voice now? The answer usually entails building off of what you already know. For example, according to Cameron, excelling in voice means excelling in SEO—a practice your company should already have in place.
How do you navigate privacy and data regulation with personalization? (11:51)
“It’s a balancing act. It is very important for brands to be completely transparent.”
It is a misconception that privacy and personalization can’t go hand in hand. Acting with complete transparency, companies can curate personalized digital experience without leaving their users feeling exploited.
To learn more about Edelman UK, check out their website here.