Wednesday, 21 April 2010

Writing briefs in the digital age

Variation on a theme of the last post, but well worth a peruse. Making marketing work in a digitally connectd world means thinking not just about what you want to say and where you want to say it but how you provide ways for people to engage and participate and then spin on the conversation.

Which brings me back to an interesting post I read recently about propagation planning briefs, which is an extension of the theme. These days we need to plan not just for the people we hope to reach directly but the people they go on to reach.

Particularly given the results of the first wave of research from the Facebook/Nielsen collaboration about the value of social endorsement over straight advertising in shifting brand metrics such as awareness and purchase intent.

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