The Brand Communicologist
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The Brand Communicologist
A hub for everything about brand meaning, brand storytelling and social imaginary.
Curated by Hubert Cosico
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Selective attention and Change Blindness.

Selective attention and Change Blindness. | The Brand Communicologist | Scoop.it

Our perceptions are powerfully influence by where our attention happens to be, by contextual factors, by pas experience, expectations, motivations and many other factors. In other words, our experience of reality is psychology constructed.

Hubert Cosico's insight:

Can two people share the same reality? Do they see the same thing when they are both looking at it? Do they hear the same sound when they are both listening to it? According to the research conducted by Hastorf and Cantril, it is inaccurate and misleading to say that different people have different “attitudes” concerning the same “thing”. For the “thing” simply is not the same for different people whether the “thing” is a football game, a presidential candidate, Communism or spinach. Our perceptions are powerfully influence by where our attention happens to be, by contextual factors, by pas experience, expectations, motivations and many other factors. In other words, our experience of reality is psychology constructed. Watch this short and fascinating video about selective attention and change blindness. http://bit.ly/changeblindnessexp

 

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Seven Kinds of Social Media Fans

Seven Kinds of Social Media Fans | The Brand Communicologist | Scoop.it
Hubert Cosico's insight:

Engagement with your fans and followers is essential in order to promote a better stance in promoting your brand or business in the social media sites.

 

Your ability to deal with your social media fans will depend upon your understanding regarding their behavior and learning how to deal with them in a professional manner.

 

Some of your fans may be loyal, grateful and encouraging while others may become very highly critical and annoying.

 

Regardless of what kind of behavior they may have, you need to learn how to interact with them in a way that will help promote or protect your business or brand better.

 

Here are the 7 kinds of social media fans and how to interact with them more effectively:

 

1. The Perk Seeking Fan

2. The Silent Fan

3. The Casual Fan

4. The Complainer

5. The Cheerer

6. The Unhappy Customer

7. The Loyalist

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How does an internal social network help companies build their brand?

How does an internal social network help companies build their brand? | The Brand Communicologist | Scoop.it

I’ve always considered that internal communications should be part of any branding initiative. This article highlights some key benefits why building an engaging internal social community is important in any structure.

 

The newly hired CEO of Possible Worldwide needed a way to unify a company with 32 global offices and four fresh acquisitions. So he launched a customed social network from scratch.

 

Internal social communities allow us to learn about each other and strengthen company culture by allowing people to connect to each other, exchange ideas, communicate and build shared experiences. It also fosters the creation of an ecosystem that favors information sharing that enables the rise of “collective intelligence”.

 

Some of my other key takeaways are:

 

Individual status updates about the company and on-going company projects emphasize culture.

 

People will not come just because you’ve built or created something, you have to evangelize participation.

 

Mobile optimization and responsiveness of platforms and application ensures that contents are consumed with ease and facility during moments of transition (in between meetings, during a bus or metro ride).

 

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19 statistical reasons why you should include Visual Content in your Marketing

19 statistical reasons why you should include Visual Content in your Marketing | The Brand Communicologist | Scoop.it

Pretty pictures are the best. But you know who likes them even more than your readers, leads, and customers? Nope, it the Marketers.
Well they should, anyway, because marketers who are embracing visual content are seeing huge returns in terms of, well, more readers, leads, and customers. Oh, also revenue. Not a bad setup.

 

Whether you're already a champion of visual content and just want a little affirmation, or you're interested in dipping your toes into the burgeoning visual content space, these 19 statistics should help you make the case for doing just that.

 

Quick recap:

 

1.  90% of information transmitted to the brain is visual.

2. 40% of people will respond better to visual information than plain text.

3. 46.1% of people say a website's design is the number one criterion for discerning the credibility of the company.

4. Publishers who use infographics grow in traffic an average of 12% more than those who don't.

5. Posts with videos attract 3 times more inbound links than plain text posts.

6. Visual content drives engagement.

7. On Facebook, photos perform best for likes, comments, and shares as compared to text, video, and links.

8. 37% of Pinterest account holders log in a few times every week.

9. 98% of people surveyed with a Pinterest account said they also have a Facebook and/or Twitter account.

10. Pinterest generated more referral traffic for businesses than Google+, YouTube, and LinkedIn combined.

11. Pinterest drives sales directly from its website.

12. 85% of the US internet audience watches videos online.

13. Over 60 hours of videos are uploaded each minute on YouTube.com.

14. 700 YouTube videos are shared on Twitter every minute.

15. Viewers spend 100% more time on pages with videos on them.

16. Mobile video viewing increased 35% from 2010 to 2011.

17. 25 million smartphone users stream 4 hours of mobile video per month.

18. Mobile video subscription is expected to hit $16 billion in revenue by 2014, with over 500 million subscribers.

19. Viewers are 85% more likely to purchase a product after watching a product video.

 

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A whole new meaning to visual content marketing

Visual elements can be powerful!

 

This Impulse perfume TV spot demonstrates in a visual way  the impact that scent can have, leveraging a human insight that clearly communicates the brand message.

 

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Building a Global Visual Language

The Noun Project is building a global visual language tnat is heping to unite the world. A language that allows quick communication, no matter who you are or where you are. A language that connects people. A language that encourages progress and inspires hope and equality. 

 

The Noun Project is building a silent language that speaks louder than words. A silent language visible to the word. One world. One symbol.

 

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How to communicate effectively, one story at a time.

How to communicate effectively, one story at a time. | The Brand Communicologist | Scoop.it

Believe Me: A storytelling manifesto for change-makers and innovators by Michael Margolis explores a new mindset for better relating to others, communicating our ideas and building a brand through storytelling here are my take-aways or at least how I want to tell the story of my learnings:

 

Humans are hardwired to seek and make sense of the world through narratives. Our perception, emotions and relationships are all closely shaped by the narrative, sense-making process.

 

Storytelling has the power to influence, inspire and make others care, believe and act on what’s most important to the narrator. Reality is a subjective choice and there is no bigger power than framing the collective conversation. The stories we tell literally make our world. Storytelling is defined as much as what is excluded as what is included. Stories are not the truth; they are merely a projection of our interpretation of an experience or event at any given time.

 

Every story exists in relationship to everything else around it. Look for ways to orient others into your story. Share ideas or experiences that may give them confidence to follow your lead. Leaders lead by telling stories that give others permission to lead, not follow.

 

We’re always searching for stories that reinforce our view of how we see things. Your story needs to speak to your audience’s hearts, interests and worldview. Look for universal theme that anyone can get behind, a core value or human aspiration that’s easy to connect with. The power of your story grows exponentially as more and more people accept your story as their truth. Choose a story angle that helps people get inspired and internalize the truth. Storytelling is a two-way communication medium. Your audience always holds the flexibility to interpret and relate to your story as they so choose.

 

Every story’s evolution needs connection to history. The present and the future are meaningless without a direct correlation to the past. Introducing a new story without a clear contextual beginning, middle and end is a recipe for disaster. Your audience will experience emotional dissonance unless you can offer the logical stepping-stones for them to find their way into the new story.

 

Everybody has a story to tell. And everybody wants to tell it. Identity and achievement is increasingly measured by one’s personal story production. Today, technology has reshaped how story travels and spread. Internet provides unlimited platforms for sharing your story with the world.

 

In modern society, brands have become personal totems and value expressions for our lives, defining who we are, or who we aspire to be (self-extensions). People don’t really buy a product, solution or idea they buy the story that’s attached to it.

 

Storytelling is like fortune telling. The act of choosing a certain story determines the probability of future outcome.

 

Our relationship to the biography of our life story can change. Borrowing the words of novelist Salman Rushdie, “Those who do not have power over the story that dominates their lives, truly are powerless, because they cannot think new thoughts”.

 

If you want the complete 15 storytelling axioms, you can dowload the storytelling manifesto for free by clicking on the title of this post.

 

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Information is nothing, emotional resonance is everything!

Information is nothing, emotional resonance is everything! | The Brand Communicologist | Scoop.it

The best messaging doesn't present information; it conveys emotional content... Im pretty sure you find this photo endearing and puts you in a happy state! Now, you'll certainly like and remember this post. Why?


Most of us think of memory as a chamber of the mind, and assume that our capacity to remember is only as good as our brain. But according to some architectural theorists, our memories are products of our body’s experience of physical space.

People who have touched your life deeply leave lasting impressions; you might look kindly at a cactus if, say, a favourite grandparent always had a cactus in their space.  You might mistrust all dogs, because you were terrified by one in your youth.  Emotional impacts are much more deeply ingrained in our memories. 

Marketing understands this, as does politics - the best messaging doesn't present information; it conveys emotional content.  Neuro-linguistic programming, or NLP relies on the manipulation of emotion to direct thought and is employed to some degree in the design of any tribal event, be it a religious service or a partisan rally.

Want to know how to avoid a "black-and-white-silent-film" type of communication and ensure emotional resonance in your communication? Read http://cce-wakata.blogspot.ca/2012/08/the-politics-of-memory-mental-maps-and.html

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Literacy and Representation in Contemporary Communication

Literacy and Representation in Contemporary Communication | The Brand Communicologist | Scoop.it

Written by Hubert.

 

There is a shift in our modes of representation and the way we make meaning of our world, as well as how we disseminate information. The way we communicate, the way we acquire and transfer knowledge has evolved.

 

There is a change in modality of literacy, from written to visual, from sequential and narrative learning to spatial and simultaneous interpretations. There is also a change in medium, from a medium of books/pages to a medium of screen.

 

This has transformative implications since, socially, this will shape the way, we humans, interact with our environment.

 

This is an interesting insight because it demonstrates how social semiotics can be applied in visual content communication.

 

Let's talk. Let's have a conversation. Follow me on Twitter @hubertvalentino.

 

For more information, I highly recommend that you listen to Gunter Kress's podcast on Media Semiotics: Representation, Meaning, Learning in an age of Provisionality.

http://itunes.apple.com/us/podcast/internationale-ringvorlesung/id257238411

 

 

or

 

read "Reading Images: Multimodality, Representation and New Media"

http://www.knowledgepresentation.org/BuildingTheFuture/Kress2/Kress2.html

 

 

finally, you could also watch "Multimodality, Representation and the New Media"

http://www.knowledgepresentation.org/BuildingTheFuture/Kress2/Kress2Quicktime/Kress2Movie.html

 

 

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How to Use Text Creatively for Visual Marketing

How to Use Text Creatively for Visual Marketing | The Brand Communicologist | Scoop.it

We've  all heard how powerful images are, and the impact of clever, savvy visual marketing to encourage engagement and sharing of your content. There is no doubting that images work well, and great pictures tell a story and evoke emotion. But don’t underestimate the power of a simple, eye-catching font, or a mix of images and words.

 

Useful advice if you plan to use your medium as your message:

1. Use awesome fonts.

2. Use color to attract attention of your readers.

3.Provide short, sharp messages that will create shareable original content to leverage your brand.

 

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How to make your idea stick

How to make your idea stick | The Brand Communicologist | Scoop.it

From making sure your message is communicated effectively and retained by your target audience, to writing a professional resume that makes your skill pop-out, this communication model can surely help change your way of communicating your ideas with others, if not change your life.

 

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For more information visit: http://www.heathbrothers.com/madetostick/

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Emotional Email Design

Emotional Email Design | The Brand Communicologist | Scoop.it

Most people respond to marketing messages according to how they feel about a product rather than logic.

Noted psychologist Robert Plutchik created what is now known as the “wheel of emotions” which describes how emotions are related, which marketers can use to cultivate the desired emotions and response.

 

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Visualization Tools - Making Your Data Come Alive

Learn how to present data in a creative way and communicate information by utilizing creative ways to convey and share messages about your program.

 

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Facebook News Feed Updates

Facebook News Feed Updates | The Brand Communicologist | Scoop.it
Facebook for Business gives you the latest news, tips, and best practices for using Facebook to help meet your business goals:www.facebook.com/facebookforbusiness
Hubert Cosico's insight:

There are on average 1,500 potential stories from friends, people they follow and Pages for them to see, and most people don’t have enough time to see them all. With so many stories, there is a good chance people would miss something they wanted to see. On an average we only see 350 stories out of the 1500 published stories.

 

So how does News Feed know which of those 1,500 stories to show? By letting people decide who and what to connect with, and by listening to feedback. When a user likes something, that tells News Feed that they want to see more of it; when they hide something, that tells News Feed to display less of that content in the future. 

 

How often you interact with the friend, Page, or public figure (like an actor or journalist) who postedThe number of likes, shares and comments a post receives from the world at large and from your friends in particularHow much you have interacted with this type of post in the pastWhether or not you and other people across Facebook are hiding or reporting a given post.  Now organic stories that people did not scroll down far enough to see can reappear near the top of News Feed if the stories are still getting lots of likes and comments. For Page owners, this means their most popular organic Page posts have a higher chance of being shown to more people, even if they're more than a few hours old. 

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Tweaking your vocabulary can radically improve how you engage.

Tweaking your vocabulary can radically improve how you engage. | The Brand Communicologist | Scoop.it

Words are powerful, they influence our perception, how we think, feel, act and engage with our environment. Tweaking our vocabulary can radically help improve the quality of our relationships and connections.

 

Here are some words taken from Amber Rae’s “Unconventional Dictionary” that can guide you to live your own terms and rewrite the story of your life.

 

yes. adverb. 1. a word only to be used when it reflects your true desires. 2. an expression used when you experience an overwhelming feeling of “Wow! That would be amazing! Absolutely!“

 

success. noun. 1. a way of being, living, feeling and achieving that is defined by you.

 

failure. noun. 1. proof of movement. 2. an opportunity to experiment and create a stronger and smarter solution to a problem.

 

work. noun. 1. your individual contribution to the world. 2. activities that exist beyond the hours of 9 to 5. 3. the intersection of our talents, desires, and what the world needs.

 

passion. noun. 1. a powerful driving force existing inside every human being that, once unleashed, can make any vision and dream a reality. 2. something that fulfills you beyond the money you make.

 

limitation. noun. 1. outmoded beliefs that prevent you from taking action.

 

fear. noun. 1. an indication you are heading in the right direction. 2. the gateway to personal growth.

 

pain. noun. 1. a catalyst for inner strength. 2. a sensation that manifests itself as evidence of progress.

 

anxiety. noun. 1. experiencing failure in advance.

 

procrastination. noun. 1. your body’s way of rebelling against what your mind says you “should be doing.” 2. an indication you are working on the wrong thing.

 

conflict. noun. 1. an opportunity for vulnerability, intimacy and depth in relationships. 2. the chance to check your ego and pride, and observe the emotions driving your reactions.

 

Often we hear people saying “yes” for the wrong reasons or see them doing things that they “should” instead of things they  “want”, its time to reimagine the words we use that define ourselves and the way we communicate, connect and engage with other people.

                                                                                                                       

What words would you add to this list--and which expressions do you need to redefine for yourself? 

 

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Why is story telling an important communication tool?

Why is storytelling important? The secret lies in their power to explain.

 

In this age of ever increasing information noise, storytellers or social communicators who can provide the most engaging conversations can acquire the biggest and most attentive audience.

 

Our brain, despite evolution still look for stories to make sense of the information and stimulus that surround our everyday living.

 

Stories are universal. They transcend boundaries of culture, language, gender and age. They build emotional connections and shared purpose. They are told and retold and helps build and reinforce communities.

 

In this age of ever increasing information noise. Attention is worth more that ever before. Nothing holds more attention than a great story.

 

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The Role of Story in Digital Commerce

Stories are powerful communication strategies to build value and enhance the meaning of your brand message.

 

The rise of e-commerce has made the buying and selling of products and merchandise easier than ever, but the proliferation of choices in an increasingly crowded marketplace poses an immense challenge for companies. In an attention economy like the present, “customers have a lot of distractions,” says Richelle Parham, the chief marketing officer of eBay North America.

 

This video shows a recent literary and anthropological experiment called Significant Objects. In this project, objects of little intrinsic value like a wood-handled whisk, a crudely carved figurine, a numbered ceramic tile were offered for sale on eBay accompanied not by a conventional description of the merchandise, but by a fictional narrative centered around those objects, all of which leapt in value astronomically during the bidding process. Buyers, in essence, were paying not just for the object itself, but also for the story that accompanied it.

 

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The Kuleshov Effect: The Power of Framing

The Kuleshov Effect is a film editing (montage) effect demonstrated by Russian filmmaker Lev Kuleshov in the 1910s and 1920s.

 

Watching the video, we can see how contextual frames can influence human thinking and emotions. The Kuleshov Effect can be an effective tool in behavior engineering.

 

Note: Kuleshov edited together a short film in which a shot of the expressionless face of Tsarist matinee idol Ivan Mosjoukine was alternated with various other shots (a plate of soup, a girl in a coffin, a woman on a divan). The film was shown to an audience who believed that the expression on Mosjoukine's face was different each time he appeared, depending on whether he was "looking at" the plate of soup, the girl in the coffin, or the woman on the divan, showing an expression of hunger, grief or desire, respectively. Actually the footage of Mosjoukine was the same shot repeated over and over again.

Source: http://en.wikipedia.org/wiki/Kuleshov_Effect

 

For more information about this topic you can read a paper about an experiment that applies the Kuleshov Effect:

http://www.socsci.kun.nl/av/CWV-AV/Kuleshov%20Experiment.pdf

 

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Transactive Memory: Coevolution of Communication and Knowledge

Transactive Memory: Coevolution of Communication and Knowledge | The Brand Communicologist | Scoop.it

One of my biggest takeaway from reading "The Tipping Point" by Malcolm Gladwell is the concept of "Transactive Memory", coined by Daniel Wegner.

 

When we talk about memory, we aren't just talking about ideas and impressions and facts stored inside our heads. An awful lot of what we remember is actually stored outside our brains. We don't necessarily memorize phone numbers of our family and friends but we do know where to find them when we need them -- in a phone book for example. What's interesting is, we also store information with other people! Couples and family members do this automatically.

 

A transactive memory systestem is based on an understanding about who is best suited to remember what kinds of things. Its part of what intimacy means, it is a process of memory sharing. In fact, Wegner argues that it is the loss of this kind of joint memory that makes divorce so painful. Divorced people who suffer depression and complain of cognitive dysfunction may be expressing loss of their external memory systems. The loss of transactive memory, through the loss of a "storage partner", feels like losing a part of one's own mind. Transactive memory can also be used to analyze individual behaviors in a group setting.

 

For more details on transactive memory system you can read this study:

http://nosh.northwestern.edu/manuscripts/Palazzolo%20et%20al%202006-1.pdf or

http://www.wjh.harvard.edu/~wegner/pdfs/Wegner%20Transactive%20Memory.pdf

 

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How Perceptions Shape Realities

How Perceptions Shape Realities | The Brand Communicologist | Scoop.it

In his book "Organizational Turnarounds with a Human Touch", Bladev Seekri talks about how perceptions shape realities and ultimately how it affects our actions.

 

Seekri affirms that "we are constantly on a trip, going from one place to another". It is true whether we are working on a project, renovating a house or doing community service. Perception determines whether we enjoy the journey of doing a specific task or not and influences the results that ensue from our actions.

 

Luckily, we have a choice! We can choose to see our journey either as a forced trip or a learning opportunity, as an essential mission or an adventurous quest for a meaningful purpose. How we choose to forge the right perspective will shape the realities and results of all future endeavors.

 

Communication is essential in forging an inspiring perceptual view and "how leaders share the issues and strategies with others has a profound impact on the understanding, involvement, commitment and contribution of others".

 

Inspiring leaders relate like an approchable storyteller rather than as a distant superior. An effective communicator expresses his ideas in simple words rather than in complex terminology reflecting ego and mastery. He or she stimulates imagination and creativity in others rather than compliance, and considers sharing as a convivial activity that fosters learning rather than a mere formality.

 

You can dowload the complete manifesto for more information by visiting http://changethis.com/manifesto/show/97.05.ShapingRealities

 

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What is Communicology?

What is Communicology? | The Brand Communicologist | Scoop.it

According to Richard Lanigan, Communicology is the study of human discourse in all of its semiotic forms and phenomenological manifestations of embodied consciousness and practice in the world of other people and their environment, ranging from human gesture and speech to art and television. Communicology is the critical study of discourse and practice, especially the expressive body as mediated by the perception of cutural signs and codes.

Some of the topics we will be discussing include:
visual consumption, visual persuasion, visual semiotics, visual literacy, cultural codes, conceptual metaphors, cognitive schemas and framing, political communication, discourse analysis and affective communications.

 

source: International Journal of Philosophy of Culture and Axiology, August 2007.
for further readings about Communicology http://www.international-journal-of-axiology.net/articole/nr8/art14.pdf

 

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Visual Storytelling: New Language for the Information Age

Visual Storytelling: New Language for the Information Age | The Brand Communicologist | Scoop.it

We now live in a world where information is potentially unlimited. There is a growing disconnect between information and meaning due to data overload. 

 

As ours is a visual culture, can data visualization and visual stroytelling help us? Maria Popova seems to know something that we dont about the subject. Let's find out...

 

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What is a Meme and 4 reasons to use it in Marketing

What is a Meme and 4 reasons to use it in Marketing | The Brand Communicologist | Scoop.it

Evolutionary biologist and author Richard Dawkins first coined the word “meme” in his 1976 book, "The Selfish Gene". A meme is a “unit of cultural transmission” and is essentially an idea that mutates and spreads like a virus. In the same vein, an “Internet meme” is an idea that mutates and spreads over the Internet.

 

A meme is more than a photo with a funny caption. A meme can be an image, video clip, phrase, website, image, joke, or parody.

Just because an idea exists doesn’t automatically make it a meme. Something cannot be considered a meme until another variation of it has been shared.


Want some examples? Read more at http://www.business2community.com/marketing/get-to-know-meme-4-reasons-to-use-memes-in-marketing-0242452#HTr5azcZyA3vlwiA.99

 

Why mêmes work for marketing?

1. Memes are a great source of visual content.
2. Memes are easy to share.

3. Memes create community.

4. The cost is up to you.

 

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Why Do Government Websites Need A Content Strategy?

Why Do Government Websites Need A Content Strategy? | The Brand Communicologist | Scoop.it

This blog post is part of a series on online content strategies developed in cooperation between the Europa.eu web team and web consultant Sue Davis.  

 

This week it looks at why there is a pressing need for content strategists within government sites.

 

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How Marketing Evolved Into Something People Actually Love [VISUAL]

How Marketing Evolved Into Something People Actually Love [VISUAL] | The Brand Communicologist | Scoop.it

See how marketing has evolved into something people actually love. (Are you creating content that people love?

Marketing has come a long way. It used to be that we marketers had to rely on interruptive, outbound media like TV advertisements, billboards, cold calling, direct mail, and spammy email blasts to deliver our marketing messages.

But the times ... they've been a-changin'. With the evolution of the internet and other technologies to help consumers block out marketing messages that annoy and interrupt, those outbound strategies have lost their effectiveness. So today, savvy marketers rely on permissive, inbound techniques like remarkable content, search engine optimization, social media, and targeted email marketing to attract, nurture, and covert qualified prospects into customers. The result -- and upside -- of all this rapid change? Marketing that people actually love.

 

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Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33420/How-Marketing-Evolved-Into-Something-People-Actually-Love-VISUAL.aspx#ixzz21lFJITWz

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