Friendly fire and the unexamined campaign; when content marketing misses the mark

The rise of digital media has equipped the modern marketer with an arsenal of new ways to reach their customers in previously unchartered territories, but the fickle and fast nature of content marketing is not without its pitfalls.
Campaigns no longer require the meticulous planning of a space shuttle launch, rather the quick-fire antics of a Mexican standoff; resulting in brands leapfrogging protocol in their attempts to land on the bandwagon. Naturally, at times they miss the mark, resulting i