With the controversy over content aggregation sites and the rise of fake news, the public’s faith in online sources has been shaken. For companies that are investing more resources in content marketing, customer trust is vital to increasing brand engagement. Meanwhile, major media organisations set up in-house content units to meet growing demand for content creation from their clients. Speakers will discuss how brands strengthen global customer engagement in the changing communication environment.
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With the Japanese controversy over inaccurate information on content aggregation sites, and the rise of fake news worldwide, the public’s faith in online sources has been seriously shaken. As internet giants like Facebook and Google push through measures to guard against fake news, it’s safe to say that this is an issue that affects the whole of society. For companies that are investing more resources in content marketing, customer trust is vital to maintaining and increasing brand engagement. Meanwhile, major media organisations have set up in-house native content units to meet growing demand for content creation from their clients. This session sheds light on the ways in which brands, platforms, and news media organisations are seeking to survive and thrive in the changing communications environment.  Speakers also discuss how brands can strengthen global customer engagement: an increasingly important consideration for Japanese corporations expanding their overseas operations. View Less