XTCONTE RAZZLE DAZZLE MARKETING Too much marketing relies on elaborate spectacle to attract audiences’ attention. The result is a brand relationship that never progresses beyond an initial pick-up line, with an over-emphasis on short-term gains instead of longer-term mutual value. 3
TODAY: MARKETING IS TOO FOCUSED ON SHOUTING FOR ATTENTION 4
THE EVOLVING PARADIGM ! VSINTERRUPTION INTERACTION Buying media space Harnessing contexts into interrupt people as which to engage peopleefficiently as possible as effectively as possible 5
TOMORROW: MARKETING DELIVERS ENDURING VALUETHROUGH EVERY INTERACTION, OR IS TOTALLY IGNORED 6
GDIGGIN R DEEPE FROM ADS TO ADDED VALUE As marketing evolves to this added-value model, so media must evolve too. The ad- funded model will become irrelevant, and publishers and content platforms will need to rethink their business models in order to deliver a more integral value proposition. 7
TO DO: ENGAGE PEOPLE AROUND THE THINGS THEY CARE ABOUT – THINK PASSIONS, NOT PRODUCTS 8
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