earned vs. spurned: the market correction in brand communications
TRANSCRIPT
Earned vs. SpurnedThe Market Correction in Brand Communications
Digital MarketingAntony Mayfield25 April 2012
@amayfield | @brilliantnoise
Challenge conventions
We live in an age of reason.
Challenge that.
In what year did seeing a doctor improve your chances of living?
1905.
You might as well have visited a witch doctor
Experts fumble in the darkness
EconomistsRegulatorsCommentatorsAnalysts
What about marketing?
A funnel thinghappened...
A distorting model.
Twisting spending& thinking
Spurned media
The dark matter ofmetrics
The correction starts at 20%
Marketing by management consultant
How tochallenge conventions
Customer experiencemodels
Social BusinessBoldness
IntegrateEarned Media
Now is a good moment to challenge convention
Ta-dah!
Further Reading and notes at:
@amayfieldbrilliantnoise.com