The document discusses how branding has evolved from the simple trade era to the current social media era. It emphasizes that brands must be designed by and for humans by understanding human insights. Successful brands in the social media age engage in two-way conversations with customers, respond empathetically to feedback, and find ways to be useful and relevant through technology and content. Measurement of social media marketing shows it can be a cost-effective channel to build the brand if focused on business objectives.
4. IT USED TO BE SO SIMPLE
The Simple Trade Era
The Production Era
The Sales Era
The Marketing Department Era
The Marketing Company Era
The Relationship Marketing Era
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44. Opportunity to share with
average 132 friends each
Competitions drive reach
and data capture
Drive ATV with reminders
Opportunity to sample
Cross-promotion and share content (at no cost)
to other programmes
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45. TRACK IT BACK TO WHAT MATTERS TO YOUR BUSINESS
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