YES, Claudine Cheever, Gayle Troberman and Jonathan Mildenhall!! (And, thank you!!) I've got a lesson in the "Modern Marketing" class I teach at UCLA Anderson School of Management that places something new next to the funnel: the Programming Pyramid. (Literally a triangle; the funnel upside-down.) The upside-down funnel (pyramid) is aligned with the funnel's Awarenes, Consideration, Conversion, Loyalty, Advocacy segments of the pyramid to encourage us to think harder about the content we're providing to consumers (humans) along their journey. At the Pyramid's top is Premum Content & Experiences (could be ads, but could be a tv show, a live experience, podcast, music platform, art show...). Next is Periodic & Topical content. On a calendar, whether correlated to brand communication cycle, events in the real world or both. Next, Daily Content. Could be social, could be a digital billboard, a consistent masthead... Then, Always On. Last, Targeted & Personal (in a good way). This reframes our thinking from "what's the best time and place to capture our consumer and pull them down the funnel" to "think like a marketer, act like a producer and programmer." Modern marketers create content and experiences that attract and engage audiences rather than interrupt them, valuing people's time, offering real value, and of course driving brand and business results.
Bonjour mes amis et la communauté Cannes! This #CannesLions2024 is bigger and busier than ever before but the organizations and media platforms that are showing up have perfectly balanced scale and intimacy. It’s hard to do but this could be the blueprint for these events going forward. Please tune in to the video below to see what I’ve been up to here in Cannes and the incredible meetings we will have with Gayle Troberman, Claudine Cheever, Serfi Altun, David Rubin, Guy Griggs, Vida M Cornelious, Neil Barrie TwentyFirstCenturyBrand, Ad Age today!
Mark Skelton
7mo
My goal is always seemless, uninterrupted content for my brand clients.
Martin Gaiss
7mo
Love this, Jae Goodman. And how discovery and engagement is woven through all of these stages, until I am off the track.
Love the pyramid next door — and the thing about today’s Modern Marketing reality is consumers no longer follow an orderly process. The content we thought was for top-of-funnel awareness (let’s call it tv for now), all the sudden can now play a role as a reminder message about the brand and it’s some other channel and content that brought the consumer into the tent. And fully agree, this new omni-everything needs a Producer’s hat to help navigate and orchestrate. Engagement and knowing where they are starting from is key.