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For B2C Marketing Professionals

The Interactive Brand Ecosystem

Put Interactive Marketing At The Heart Of Your Branding Campaigns

April 20, 2011

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Authors

  • By Nate Elliott
  • with Emily Riley,
  • Sean Corcoran,
  • James McDavid

Why Read This Report

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.

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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

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