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Inside-out Tag

16 Nov Owned media offers big opportunity for brands

Posted at 10:15h in Blog, Earn, Grow, Inside-out by sonder_uber

First published in the Australian Financial Review on November 16th 2015 There is a significant opportunity for brands to use their assets and shift their focus to customer experience, diverting less of their budgets to paid media, Sonder Communications founder Jonathan Hopkins says. Depending on the size...

10 Nov Innovative Marketer Wylie Fowler shared with Sonder his view of the importance of owned media

Posted at 05:48h in Blog, Connect, Inside-out by sonder_uber

At Coca-Cola it was constantly reinforced that the pack, the bottle, is the primary symbol of the brand. It's the thing that lands in the hands of drinkers. It's the deliverer of the most powerful consumer engagement, the primary touch point. Both revered and valued. Today,...

07 Nov Inside-out Marketing: Creating valued content to drive sales

Posted at 06:10h in Blog, Grow, Inside-out by Jonathan Hopkins

This article talks about the convergence of paid, owned and earned media and the importance of content in elevating a brand interaction beyond a transaction to a valued experience. It gives the example of Marriot Hotels who wanted to move from being “just a hotel...