Tag: facebook

STOP BUYING REACH AND START EARNING IT

Media is slowly suffocating social media. The relentless optimisation towards media efficiency and mass reach is resulting in shorter, less effective social banner adverts. This is disrupting people’s experience of social and not shifting brand metrics. It is time marketeers shifted their focus away from paid reach and towards organic resonance, writes Jack Colchester, Senior Data Strategist at BBH London....

Ecosystem Management: why marketers must learn to think like ecologists

Author, Ben Shaw, Strategy Director/Social Strategy Lead, BBH London. Originally published in Marketing Magazine Marketers could learn a thing or two from ecologists on the maintenance of ecosystems. We live in a world of always on brand communications across multiple platforms and communities that require the same care and attention as the Amazon’s most delicate wildflower. Over the course of...