In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."