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Over the last ten years, marketing has been a decidedly one-way affair. In the scramble to capture consumers’ attention, brands have sought to push their message wider, louder, and further – with marketing that thrusts advertising cheerily into increasingly intimate contexts.
The digital marketing we’re familiar with relies on a ‘broadcast’ approach. Budgets have moved across to digital, but up until now the majority of digital marketing is still just a broadcast format.
Facebook, YouTube and the like are not interactive campaign destinations, they are merely video display networks for ads. So how can interactivity revolutionize marketing as we know it?