CLICK TO EDIT MASTER TITLE STYLE

AUDIENCE-LED COMMUNICATIONSIN A NEW WORLD

12

17

70%

NOTHING WILL EVER BE THE SAME

YET BRANDS STILL RELY ON THE SAME MARKETING FUNNEL

SHIFTS IN TECHNOLOGY, BUSINESS, AND SOCIETY

… AND BASIC HUMAN BEHAVIORS TURBO-CHARGED

All CREATING A VERY DIFFERENT DECISON MAKING JOURNEY

PURCHASE

ELECT

RECRUIT

RETAIN

RESOLVE

CREATE

SELECT

ACTION

CHANGED MODEL AND SERVICE OFFERINGS TO INFORM AND INFLUENCE ALONG THE

ENTIRE DECISION PATH. .

OWNED

PAID

EARNED

SOCIAL

Brand presence on non-social media channels

(largely news) gained through editorial influence

other than advertising

Media, content, assets and community platforms

partially or wholly owned and controlled by the brand

Brand presence on established social media channels gained through editorial influence other than advertising

Use of paid advertising channels to deliver a brand’s message and / or drive traffic to owned or controlled properties

CONTENT IS DRIVING DECISIONS AT EVERY STEP IN THE ACTION CYCLE

SOCIALEARNED OWNED

1

2

3

4

How will our proposed programs help raise awareness?

How will our proposed programs help change a perception?

How will our proposed help create an action?

How will our proposed programs help create advocates?

PAID

PURCHASE

ELECT

RECRUIT

RETAIN

RESOLVE

CREATE

SELECT

ACTION

WE’RE IN THE BUSINESS OF CONNECTING PEOPLE TO BRANDS

THROUGH COMPELLING CONTENT AND ENGAGING EXPERIENCES