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If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.
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This month’s Harvard Business Review has a spotlight on social media and branding, with a stand out article by McKinsey , based on a global study of 20,000 consumers. In a nutshell, the article argues that many brands are spending their marketing budgets in all the wrong places, based on an outmoded “funnel” marketing model – and proposes an evidence-based alternative. The article by David C Edelman – McKinsey Global Digital Marketing Strategy, and entitled “ Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places “ can be accessed here (pay-wall), but below you’ll find the speed summary, with implications for social commerce – we think it’s useful.
In the 1950’s, on the children’s live-action adventure Captain Midnight, the Secret Squadron was chartered to combat evil.