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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Scooped by Russ Merz, Ph.D.!

How to adjust to the new consumer journey -

How to adjust to the new consumer journey - | Integrated Brand Communications |

All too often marketers allow their strategies to be led by the performance of an individual channel: ROI for paid search vs. ROI for display vs. ROI of social media, etc. And all too often marketers are left with the same inability to really move the needle of success. The problem is that marketers are channel-centric in their measurement of marketing performance and optimization. Advertising no longer looks the way it did in the days of Don Draper. It's not as simple as coming up with a big creative idea, printing a magazine ad, erecting a billboard, broadcasting a commercial, and sitting back with a cigar to wait for the ad-induced mass consumption of a product. No, the advent and wide-spread adoption of internet connectivity, mobile technology, and social sharing has created countless disruptions to this once direct path.


The consumer decision journey is no longer as simple as seeing an advertisement and driving to the store. As a result, success can't be accurately measured in a linear fashion either. There are many conversions that go unaccounted for because marketers aren't paying attention to their customers' behaviors, which are becoming more varied just as you read this article. More technology equals an increased amount of ways your customer will interact with your brand.


Today's consumers are savvy, wary, and extremely aware of how they are being fed advertising. Consumers are more informed than ever, with product research and trusted user reviews available right at their fingertips. There's a whole lot happening in between seeing an ad and actually deciding to drive to a store or load up an online shopping cart.

Russ Merz, Ph.D.'s insight:

Provides a useful framework for budget allocation across the customer journey.

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Mastering the Three S Model of content marketing: Make it snackable! | SmartBlogs

Mastering the Three S Model of content marketing: Make it snackable! | SmartBlogs | Integrated Brand Communications |

This is Part 3 of a four-part series. For more insights into the Three S Model, check out thisintroduction complete with a handy infographic, as well as Part 2, which features a deeper look at making content searchable.

Today’s consumer has a very short attention span — and it’s shrinking rapidly. The average individual has an eight-second attention span for online content — that’s one second less than a goldfish and 12 seconds less than he/she had about a decade ago. So if marketers want to make an impression, they need to do it quickly.


The challenge of producing concise, compelling and “snackable” content was a key topic of conversation this year at the Content Marketing Summit hosted by Rise Interactive and my company, Skyword. “People don’t have the time to sift through information that may or may not be relevant,” said Leslie Reiser, speaker and program director of IBM WW Digital Marketing. “They need to understand and enjoy what they are consuming quickly in order to stay and return.”


“Snackable” content sustains ongoing brand and consumer interactions, offers quick support and allows the audience to engage in different ways. Reiser, along with Travis Wright of Norton by Symantec and Jon Morris of Rise Interactive, discussed the tips and best practices for creating content of this caliber. Below, I’ve highlighted techniques that will help marketers create snackable content that will expand brand audiences and increase engagement.

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