Sharon Bautista@happy_stomach

In Praise of Dissonance:What Cross-Channel Marketers

Can Learn from Experimental Music

What do experimental music & digital marketing have in common?

1Disruption

Digital Marketing

Branding

Web

Social

SEM

Email

Apps

Video

ContentMarketing

Display

Analytics Service Design

Make Meaningful Disruption

• Understand the emerging business challenges of your clients.

• Ground your marketing in consumer insights; beware of assumptions.

• Stress-test new approaches against the integrity and credibility of your brand.

2Multiple Channels

New channels -> broader reach

New channels & innovation

Thought leadership in action

Maximize Each Channel’s Potential

• Remember, your customers don’t think in channels.

• Ensure channels align with your brand.

• Consider how in-person marketing can spur content for digital channels.

3Participation by Design

People are resources

Next-level testimonials

Look Beyond Organic Participation, or “UGC”

• Get to know your super fans.

• Connect your super fans with each other and people new to your business.

• Let super fans shape your brand.

So What?

To End…

• Test what you know about your audiences.

• Meet your audiences where they are.

• Think beyond conventions.

Thank You.