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Giide Turns Interactive Audio Into Performance Marketing https://ift.tt/ak1qvNV Allison Kent-Smith, CEO and co-founder of Giide, describes the company as an interactive audio unit -- one that does not remain still. As the audio plays, the visual continues to scroll through slides, keeping the attention of the person viewing it. Think audio mixes with a content feed like a storytelling application. It turns the technology into a performance marketing unit -- “the best of a podcast and an Instagram feed,” as Kent-Smith said. Built by former executives at Crispin, Porter and Bogusky and Goodby Silverstein & Partners, the platform supports applications across entertainment, education, internal communications, and more at companies such as Ameritrade, Cannes Lions, CBS News, and Vayner Media, according to the company. In a 20-minute interactive guide, for example, Jim Stengel, CEO at The Jim Stengel Company, used Giide to walk through events at the Cannes Lions CMO Accelerator in partnership with ViacomCBS. advertisement advertisement Jeremiah Owyang, founding partner at Kaleido Insights, at the time, used Giide to explain how major brands use non-fungible tokens (NFTs). It offers customers collectible virtual goods that generate brand engagement through links, and adds a revenue stream for brands. The company’s developers started building the mobile app in 2018. Then raised a couple of rounds of financial to build the content creator platform. It allows people to quickly make the content themselves. The user records the audio and attaches interactive feed cards. The most popular audio units link to content. Kent-Smith spoke about an author linking a book they wrote to Giide to tell the story, which would allow people listening to click on a link and view an interactive visual. “People have been asking for longer Giides,” she said, something the company just launched. Publishing, workplace content, and distribution are a few areas in which the company puts its focus. Giide comes in a mobile app to consume the content and listen, but the core product is the content creator platform where an individual business can sign on and make audio guides. Substituting a Giide for a podcast or newsletter lets marketers match the unit with a clickable link or screen to analyze use. The platform lets marketers analyze interactions, track every click.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/OnwejJ4 April 29, 2022 at 02:11PM
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April 2023
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