Speed Read – Make the message stick

Grant Leboff

This Speed Read was originally published in Admap - March 2011 issue.

In Sticky Marketing, Grant Leboff argues that the old model of paying media owners to interrupt consumers is no longer viable. He claims that marketing is no longer a means to an end, but the end in itself

The premise of Grant Leboff's new book, Sticky Marketing: Why Everything In Marketing Has Changed And What To Do About It, is that companies have to move away from the old marketing system of shouting messages at people, to the new paradigm of attracting customers by becoming ‘sticky’. ‘Return on engagement’, rather than ‘return on investment’, is the measure by which successful marketing should be judged. Sticky Marketing introduces a new mechanism, Customer Engagement Points, by which a brand can engage successfully with prospects and clients.