The Influenced: Social Media, Search and the Interplay of Consideration and Consumption

Chris Copeland

Advertisers have relied on a tried and true mix of one part scale and volume and one part mass delivery but the demise of traditional forms of advertising calls for a shift in approach.

The Influenced: Social Media, Search and the Interplay of Consideration and Consumption

Chris Copeland

DAWN OF A NEW DAY

Everywhere you look, traditional forms of advertising are under siege. DVRs, the Internet, the demise of newspapers – and now the rise of social media and platforms such as Facebook and Twitter- all pose significant threats to the health and success of advertising. Advertisers have relied on a tried and true mix of one part scale and volume and one part mass delivery. Whether launching a new product, or simply aiming to remain top of mind, the best means for achieving...

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