Brand Marketing in New Media

Presented by

Mary Lou Roberts, Harvard University Extension School; author at DIY-Marketing

About this talk

The Internet changed the way marketers interacted with their customers. Permanently. Irrevocably. The social media of Web 2.0 are doing it again. Marketers are all familiar with the underlying model of branding in the mass media. Depending on the author it looks something like Awareness>Familiarity>Positive Imagery>Transaction. We also recognized that it wasn’t entirely valid even in the mass media era. Behavior sometimes came before attitude. We had the high-involvement model (attitude precedes behavior) and the low-involvement model (behavior precedes attitude). Whether the models were valid even then is a moot point. That perspective is not valid in a Web 2.0 world.

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