Reach & Frequency Is Dead: Contextual Marketing is The Future
AAron Smith | Combustion
Consumer expectations are so dramatically different from when the typical marketing models have been established. Basic brand exposure isn’t accountable enough because a brand needs to integrate communications and products directly into people’s lives. This is the new marketing model. Brands need to evolve marketing and products to be relevant to the consumer and move them through the purchase funnel properly, accommodate their buying habits and talk directly to the consumer’s goal. People don’t want to buy light bulbs. They want to be able to work or read at night.