Earned vs. Spurned: The Market Correction in Brand Communications

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Slides from my talk at Digital Marketing in London on April 25th.

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Earned vs. Spurned: The Market Correction in Brand Communications

  1. 1. Earned vs.SpurnedThe Market Correction inBrand CommunicationsDigital MarketingAntony Mayfield25 April 2012@amayfield | @brilliantnoise
  2. 2. Challengeconventions
  3. 3. We live in anage ofreason.
  4. 4. Challengethat.
  5. 5. In what yeardid seeing adoctorimprove yourchances ofliving?
  6. 6. 1905.
  7. 7. You might aswell havevisited awitch doctor
  8. 8. Expertsfumble in thedarkness
  9. 9. EconomistsRegulatorsCommentatorsAnalysts
  10. 10. What aboutmarketing?
  11. 11. A funnel thinghappened...
  12. 12. A distortingmodel.
  13. 13. Twisting spending& thinking
  14. 14. Spurnedmedia
  15. 15. The dark matter ofmetrics
  16. 16. The correctionstarts at 20%
  17. 17. Marketing bymanagementconsultant
  18. 18. How tochallengeconventions
  19. 19. Customer experiencemodels
  20. 20. Social BusinessBoldness
  21. 21. IntegrateEarned Media
  22. 22. Now is agoodmoment tochallengeconvention
  23. 23. Ta-dah!Further Reading and notes at:@amayfieldbrilliantnoise.com

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