9.
Shifting from Campaigns to Customer Journeys
We’ve seen how the infinite media era has fundamentally expanded the way we define “brand experience.” But the new era has also transformed how marketing gets done. In this final part of the book, we’ll examine strategies for executing context marketing.
Think about how marketing campaigns once worked. They were like tidal waves, drenching as many people as possible with a brand’s message and call to action. That mass of people filled the top of the sales funnel and—fingers crossed—a good number would convert to a sale and fall out the bottom as a customer.
As context marketers, we are trading in the funnel to become something much smarter than a simple catching device: we are guides, moving ...
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