For Interactive Marketing Professionals

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	April 20, 2011 (updated November 28, 2011) The Interactive Brand Ecosystem Put Interactive Marketing At The Heart Of Your Branding Campaigns by Nate Elliott with Emily Riley, Sean Corcoran, James McDavid	Average: 9  (6 ratings)

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Executive Summary

Your customers have entered an era of interactivity; it's time for your branding campaigns to catch up. Rather than continue to develop your brand in 30-second snippets and hope you can build a website to match, put your interactive presence at the core of a multilayered brand ecosystem. Use interactive owned media as the home of your big idea and your deepest customer engagements; distribute those engagements to a broader audience using social media and mobile media; and use bold online and offline paid media programs to create mass reach.

TABLE OF CONTENTS

• The Old Model Of Branding Must Change
• Build Your Brand Ecosystem Around An Interactive Core
• Push Big Ideas Out And Drive Audiences In

RECOMMENDATIONS

• Connect The Three Layers To Bring Your Ecosystem To Life

WHAT IT MEANS

• Interactive Marketers Must Step Up
• Supplemental Material
• Related Research Documents

This is an excerpt

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