Mash-up marketing: a winning media formula

Frank Harrison

Brand managers, like consumers, have a bewildering array of options these days when choosing how to spend their budgets. Options include experiential marketing, buzz marketing, customer relationship marketing, moment-of-truth marketing, guerrilla marketing, ambient marketing, brand utility marketing, interactive marketing, public relations, branded content and, of course, mass-media advertising.

The digital media explosion is creating new options almost on a weekly basis. However, there is already a body of evidence showing that too much choice can lead to 'choice vertigo' that results in people narrowing their options by choosing what they know, and are comfortable with, rather than what might be best. More than ever, brand managers need help from their agencies in deciding where best to allocate their budgets – across the full spectrum of marketing options.