Integrated Planning: Cloud thinking
Sue Elms Millward Brown
Consumers do not make decisions in a linear way. They are influenced by the cloud of noise around them at different times of the day. We need to understand the interactions with this noise and develop planned nudges that affect behaviour
We have built a world with too much information, too many choices, too many ‘things’ and too many connections. Now is the time for us all to step back and realistically assess the implications for the future direction of marketing communications and research.
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