From Message Sent to Message Received
Introduction
Before a marketer asks "Where should I be investing my marketing budget?" they should be able to answer the question "How are people experiencing my brand?"
It's easy to draw a pie chart of investment but how many marketers could draw one showing the ways people experience their brand? What would be the percentage of usage or consumption occasions in relation to TV advertising experiences, to seeing the product in the store experiences or coming up in conversation? What would be the percentage of Paid, Owned, Earned and Environmental experiences?
Figure 1: How...