In the 20th century, marketing campaigns focused on broadcasting content through a handful of powerful channels. In the 21st century, the media landscape is fragmented and people choose what content to consume themselves. Successful marketing campaigns embrace this new reality. Social media do not constitute new communication channels. People themselves are the channel.
The companies that successfully leverage new tools and technologies to activate people have three things in common. They put people at the center of their campaigns and help them write their real-time autobiographies. They innovate, rather than imitate what their competitors are doing. And finally, they embrace today's culture and align their organizations with it.
Scooped by
Matt Skallerud
onto LGBTQ+ Online Media, Marketing and Advertising |