Advertising is the distribution of persuasive content assets (aka “social objects”) into the conversation cloud along the Consumer Decision Journey in order to influence brand affiliations and purchase decisions.
September 1, 2010
Now that we can all agree advertising is “in the content business” now, let’s look at content. How do we know that some form or forms of content will perform better than others? This is especially difficult for content that supports brands. We need planning tools and methods for creating content – brand stories, article… [Read more…]
June 16, 2010
What San Francisco-based agency Odopod calls utility marketing, I call branding applications. To me, there are only two forms of persuasive content -- branded (narrative) content and branding (utiltiy) applications.
April 11, 2010
Pull consumers toward the brand through the Consumer Decision Journey. Pushing messages from the brand can't work now that consumers experience the world through the digital media cloud.
February 1, 2010
At the recent NATPE conference in Las Vegas, I appeared on a panel hosted by John Heinsen of Bunnygraph Entertainment. Here’s part of what I said: “Mobile is the enabling device constantly in the possesstion of every consumer,” he said. “Instead of counting clicks, look at engagement metrics to measure how you’re doing in the… [Read more…]
March 23, 2011
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