1. Forget “engagement.” Instead, consider product, content and social value exchanges of the product offering portrayed in the marketing campaign.
2. Don’t worry about content. Instead, identify a mission and structure the stories you tell in your marketing around that.
3. Ditch influence marketers in favor of networks. A single person will never help you market your product as well as a strategic network of connections.
4. Loyalty isn’t all it’s cracked up to be. Relying on brand loyalty in lieu of recruiting new customers is not a viable strategy.
5. Focus on holding attention, not just grabbing it. This means treating customers as partners more than as “assets to be leveraged.”
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