Two useful documents about Branding 2.0
Consumer behavior is undergoing a rapid change. The person who yesterday “surfed the web” today flits across a panoply of screens, sites, channels, and devices, often simultaneously, or very near so. Logos pervade consumers’ lives, from the programs they watch to the billboards they pass, to the clothing they wear. The average person sees some 3,000 brand impressions every day.
The media and information they consume might originate in traditional media, social media, advertising, or - with increasing frequency - a hybrid of all three.
Consumers rarely pause to note provenance. Media are a veritable blur. The primary quest is for information, entertainment, or shopping. The goal is simply to find the “right” media, be it paid, owned or earned, along this highly dynamic customer journey. Brands are challenged to intercept this elusive customer and cut through the media clutter, regardless of whatever channel or medium consumers are engaged with. Converged media will happen and is happening; if marketers do not take action, the effectiveness of marketing efforts will suffer.
The Converged Media Imperative:
How Brands Must Combine Paid, Owned, and Earned Media
eBook by Rebecca Lieb & Jeremiah Owyang with Jessica Groopman & Chris Silva
via Altimeter group
Brands As Publishers:
15 Market Leaders That Get Content Right
eBook by newscred.com