Opinion

How General Electric – ‘the world’s oldest startup’ – uses content marketing

Jason HillIn this 25-minute video re-cap from the Festival of Media Asia, Jason Hill, director of international advertising and content at General Electric, talks about why his company has stopped using display web banners, why advertising is no longer agile enough for many brands, and how “the world’s oldest start-up” uses content marketing to humanise itself.

Hill also gave an example of how General Electric works with The Economist to drive content marketing programmes.

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