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Earned vs. Spurned: The Market Correction in Brand Communications

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Antony Mayfield
Antony Mayfield

Slides from my talk at Digital Marketing in London on April 25th.

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Earned vs. Spurned The Market Correction in Brand Communications Digital Marketing Antony Mayfield 25 April 2012 @amayfield | @brilliantnoise
Challenge conventions
We live in an age of reason.
Challenge that.
In what year did seeing a doctor improve your chances of living?
1905.
You might as well have visited a witch doctor
Experts fumble in the darkness
Economists Regulators Commentators Analysts
What about marketing?
A funnel thing happened...
A distorting model.
Twisting spending & thinking
Spurned media
The dark matter of metrics
The correction starts at 20%
Marketing by management consultant
How to challenge conventions
Customer experience models
Social Business Boldness
Integrate Earned Media
Now is a good moment to challenge convention
Ta-dah! Further Reading and notes at: @amayfield brilliantnoise.com

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