Diversify your Portfolio with the CMO of...

With so many media channels and platforms in use today, it can be tough to decide which channel is right for you and your brand’s message. But why choose? There are more opportunities than ever before, and as we’re learning every day, diversifying your portfolio has never been more important.

“We are very big into sponsored content and moving. Although we look at all the traditional channels and we still invest there, we're also looking at nontraditional channels — areas where PWC may have not showed up historically. There's been an onslaught of a number of new high-rated business newsletters that are not owned by the traditional publications, but a lot of our business executives are reading those daily. So that is a new place where we increasingly put our media dollars.”

That’s the voice of Matthew Lieberman, the CMO of  PwC U.S. and Mexico. On this episode of  Marketing Trends, Matthew breaks down the reasoning for why PwC has started to explore all of its options across platforms and channels, and he details where the company is spending its media dollars. He also dives into the evolution of sponsorships and why shifting to a remote workforce is no longer a luxury, but a need.

Main Takeaways:

• Not Quite Ready: Empowering your employees with the ability to work remotely is no longer a luxury but a must-have. One of the surprising things for PwC was the vast amount of clients it dealt with that didn’t possess the ability for their employees to work remotely, which meant a lot of changes that needed to be made quickly.
• Switch it Up: Just because you’ve had success with a certain channel, doesn’t mean you can only advertise within that channel. Instead, diversify which channels you spend in so you show up in areas where consumers won’t expect you to and you’re constantly growing your potential audience.
• The Future of Sponsorships: As more and more events shift to digital experiences the fundamental way partnership and sponsorships is changing. Marketers will need to look for new sources of revenue as the amount of sponsorship dollars decreases in the future.

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