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