See Lauren DiPaola's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com
Before the digital age, communication between a brand and customer was characterized by pushing messages out to influence behavior. Today, it’s a conversation. Car companies are no longer “just” car companies. Your credit card doesn’t just help you purchase products. An online platform to rent someone else’s house doesn’t just find you a place to sleep. Leading social brands are now innovation companies, experience generators and proprietors of social connection who have shifted their strategies to balance messaging priorities with audience interest. So how do they do it? Ask yourself these 5 key questions before launching your next campaign.