Mash-up marketing: a winning media formula
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...