INQUIRER.net: Digital content makes or breaks it

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Digital content makes or breaks it Sep 12th 2013, 22:46 MANILA, Philippines—A movie without a story will surely bomb at the box office, in the same manner a TV commercial without a big idea will always be at the mercy of the remote control.   Where's the beef? The question hard-to-please people always ask also applies to digital media. Form can never replace content. Technology, in order to be amazing, can never be one-dimensional.   "If digital is meant to be the "always on-24/7" medium, its content needs to be interesting to keep the conversation going," says Budjette Tan, McCannMRM Worldwide Executive creative director, one of the speakers in the recent 2013 IMMAP Summit.   "A brand can'... Keep on reading: Digital content makes or breaks it Media files: modesto.jpg (image/jpeg)

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