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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.

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

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