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  1. 1. h el lo
  2. 2.         THE OLD WAYS ARE DINOSAURS *’PRODUCT *PLACE *PROMOTION *PRICE THE 4PS OF MARKETING ARE DEAD Brands are intangible, grow organically, & in unexpected ways. Strategic end results fail to capture the manifold ways that brands are valued today.
  3. 3. Thanks to the power of viral videos, we can ‘all find our 5 minutes of fame Over48hoursofvideouploaded ontoYouTubeeveryminute Videosharing=sharingcultural moments Easeofuseandsharinghaspropelledthepopularityofvideoandgeneratednewcommunities ofparticipation,acceleratinginformationexchange-wearealltaste-makersnow
  4. 4. “ just as we’d gotten used to consuming sequential narratives in a carefully prescribed, point-by-point fashion, came the internet...” We no longer live in a Linear World We move across time & space @ different rates – both digital and ‘real’, and rarely focus on 1 thing @ a time, but flit between platforms, tracing our own multiple lived existences & wanting to discover, learn, share @ our own pace
  5. 5. But ‘authenticity’ & ‘true social engagement’ & ‘connecting to consumers’ are tossed around too easily, spread too thin & wide & ultimately destroy any true value…
  6. 6. *we Provide deeper connections *we channel real conversations *& we foster real change *or maybe we foster a family, grow our family? Plant seeds to feed? For our flowers to flourish? We prune out the weeds? Or the vines? No, we nourish vine? *or growth our community brand story uprooting evolving organic human story eco-system through our compelling data human-driven machines of organic growth =‘Digital Intimacy’ or Digital Blah Blah Blah Buzzwords masquerading as ‘Conversation’
  7. 7. And become EMpTY
  8. 8. New links must be forced rust, as old ones rust.” Jane Howard
  9. 9. Brand Engagement through Immersive Experiences
  10. 10. The voyage of discovery is not in seeking new landscapes but in having new eyes. Marcel Proust
  11. 11. “I was on a pilgrimage to New York, and I got to hang with Ramm at his "battle station".  After several hours of collaborating on a sculpture, I woke up on his floor, totally disoriented.  He was passed out too, but before the vodka and fumes hit us (to his ultimate demise, this was how he worked) he had granted me profound knowledge on the nature of reality building.  He had also given me the only copy of a VHS document called "The Evolution Griller".   Immersion comesfromvisceral experiences That experience changed me. Was it Art? Was it Life? It was art-making. And that is Life.” Jeff Hull
  12. 12. Co-Creation, Peer Production Convergence Culture
  13. 13. . “Experience which is passed down from mouth to mouth is the source from which all storytellers have drawn.” Walter Benjamin ‘The Storyteller’ in Illuminations
  14. 14. “I don’t trust theories I only trust alongside others in their moments of experiences {matt Jackson kauffman} Experience = new currency of
  15. 15. Digi tal
  16. 16. The internet has become seamlessly integrated into everyday life. Thanks to techno-tools, it’s easier than ever to accompany our consumers in their IN-CONTEXT INTERACTIONS OF THEIR EVERYDAY LIVES. INCLUSIVE & INTIMATE: THE COLLABORATIVE COMMUNITY OF THE DIGITAL AGE Online oxygen refers to how online access has become AN ABSOLUTE NECESSITY FOR MANY CONSUMERS. This means global involvement
  17. 17. Self empowerment – process not product •  Learning is increasingly becoming about self-improvement rather than specific purposes. Internet facilitated ease of information •  Consumers are Connoisseurs- infiltrates all fields from the specialist to the routine. •  Knowledge of almost everything is desirable &accessible. Consumers are hungry to discover every detail of their needs, desires, & interests- both personalised & fluid ı {seamless flexibility}ı Trend Exploration & Creative Empowerment
  18. 18. To stay relevant, BRANDS MUST PLAY AN ACTIVE PART IN CONSUMERS LIVES BY Participating in them
  19. 19. 19 CULTURE CAN INFLUENCE OUR THOUGHT AND PURCHASE PATTERNS in many ways: Cultureprimesus,helpingusmakedecisions faster,andwithgreaterease-thisisnodifferent fornew,onlinecultures Who is Communicating the Message? Incentives or perceived benefits of the product [status, pleasure, cultural capital, conspicuous consumption etc] How Salient or relevant the product is for our needs and lifestyle. Meet the NEW NEED STATES
  20. 20. Technology offered up the tools to dismantle boundaries, offering a kind of democratic access to information, experiences, people and places. Overall Consumers are looking for Purpose, meaning & Connection The trend over the past few years for ‘authenticity’ was a way of rekindling human ‘tactile’ experience But brands quickly jumped on the bandwagon, and the search for ‘authenticity’ soon became a tired old slogan that ended up entirely lacking authenticity.
  21. 21. The most effective way for a brand to come across as authentic is to actually be authentic. THIS MEANS REAL PEOPLE, IN REAL PLACES, WITH REAL STORIES Blurring distinction between author and audience, story and game, entertainment and marketing, fiction and reality. Allowaudiencetoimmerseselvesinastorybyaction&first-personemotion.HUMAN STORIESCANHELPUPTOANCHOR&comprehendsystemsorissuesbetterbygroundingtheminan actualcontext. Connection starts with emotion
  22. 22. *:Greater Sense of Brand Engagement – broader reach; something relatable from existing everyday experiences. *
  23. 23. brand experience and engagement on an individual level- customer engagement with brand becomes ‘personalized’
  24. 24. Communities New frames of reference, new values & new expectations
  25. 25. Cyber Communities- new frames of references, cultural values & experiences “in a world dominated by markets and networks, there are (and increasingly will be) collective affirmations of primary identity around locality, which will break up societies based on negotiated institutions, in favour of value-founded communes” -Writing over a decade ago, sociologist, Manuel Castels Hybridity= multiple voices & visions= new multiple selves/ identities/ subjectivities Enactive memory= narrating own live stories/ autoethnogrpahy
  26. 26. The Digital to New Way Talk
  27. 27. “And it is immersive — meaning that you can use it to drill down as deeply as you like about any­thing you want to know about. Frank rose, art of immersion” “The internet is the first medium that can act like all media — it can be text, or audio or video, or all of the above. It’s nonlinear, thanks to the world wide web and the revolutionary convention of hyperlinking. It’s inherently participatory — not just interactive, in the sense that it responds to your commands, but an instigator constantly encouraging you to comment, to contribute, to join in.”ı
  28. 28. “Beyond the age of information is the age of choices.” {designer charles eames in 1971} Omni-connectivity, consumers being always on, and the opportunity of contextual content based on behaviour, time and location.ı -Unileverı
  29. 29. New Storytelling for the Internet’s DIGITAL NATIVES We are all storytellers. Our online lives read like extended mediation on experiencing life today.. Narratives inked not by linear narrative, but as fragments- reflecting our multiple lives today. . Linked themes or connections- travel, identity, ambitions, fears – presence. What binds these pieces together is our way of seeing & of trying to make sense of what is seen. . it would be a mistake to try to puzzle out a plot that remains always slightly submerged here. What matters is how we see – and therefore ‘make sense’ of our world with our very visual online presence.
  30. 30. Democracy of information means new forms of value: participation & wider #access •  Passive audience replaced by active. Participation expected.
  31. 31. Combinations, compilations, connections
  32. 32. Convergence Culture: Collective, Post Modern Network Communities “New information technology allows new types of social organization and interaction to develop around electronic information Networks” {Castels}
  33. 33. “virtual communities of consumption”, Kozinets (1999) defines as “affiliated groups whose online interactions are based upon shared enthusiasm for, and knowledge of, a specific consumption activity or related group of activities”ı
  34. 34. The Empathy Economy [Facts are out; feelings are in] Empathic connections= Controlled by consumers & active conversationsShift from passive recipients of knowledge to active contributors
  35. 35. “In a digital landscape built on attention and visibility, what matters is not so much the content of your updates but their existing at all. They must be there. Social broadcasts are not communications; they are records of existence and accumulating metadata” {guardian}
  36. 36. Our Narratives are constructed from Lived experiences & the emotional truths that they contain cover more bases
  37. 37. Michael Welsh’s ‘Connection without Constraint’: Context Collapse New media enables connection across cohesive communities unlimited by space/time No distinct space, time audience. Online intimacy without face to face interaction Democraticisation of knowledge exchange/sharing public-private blur New forms of connection, kin, & community through the digital world
  38. 38.         Unrestricted Work and leisure time are blurring, the distinctions between different spaces, places and modes of being are fading. Fluidity and flexibility are being embraced, and people are expecting the places they spend time - and the products they use - to increasingly adapt to their changing needs and desires. Flexibility has become smart, slick and inspiring. Seamless Flexibility
  39. 39. Online social communities: “Virtual Communities of CoNsuMpTioN” Social media allows consumers to not only search for opinions on products during the pre- purchase information search phase but also to share post-purchase experiences and attitudes – visual, textual, video, etc More influential than traditional reference groups as not forced- consumers ‘join’ community through shared interests
  40. 40. Connecting Dots Across Disciplines= thinking up New Combinations & Cross-Pollination of Ideas “in order for us to truly create and contribute to the world, we have to be able to connect countless dots, to cross-pollinate ideas from a wealth of disciplines, to combine and recombine these pieces and build new castles.” {maria popova}
  41. 41. NEGOTIATING MULTIPLE AUDIENCES: VARiety of imagined audiences stems from the diverse ways Twitter is used: as a broadcast medium, marketing channel, diary, social platform, and news source. à NO VERIFIABLE SINGULAR IDENTITY. “a heavily-appropriated technology, which participants contextualize differently and use with diverse networks. The networked audience is AN abstract concept and varies users, in part because it is so difficult to ascertain who is actually there.” {Danah Boyd} CONTEXT COLLAPSE: Social media networks FLATTENS& collapses many contexts into one single context: the ‘networked audience’
  42. 42. Digital netizens= extended networks Hypersocial: Multi-Platform connection & engagement become adept at maintaining a continuous presence, or co-presence, in multiple contexts This ready availability of multiple forms of media, in diverse contexts of everyday life, means that media content is increasingly central to everyday communication and identity construction.
  43. 43. Brands can connect with consumers by putting out content that perfectly aligns with their culture- by visualizing and amplifying their passions and cultural values. By Playing into practices & rituals that already exist, brands can capitalize on consumers’ naturally occurring behaviors in a less superficial way
  44. 44. To connect with any audience, brands must be able to engage emotionally : if they don’t care about your story, they won’t care about your product Without showing a human face, brands can never captivate beyond ticking a functional check list. This is especially a danger in categories like household products that have to work extra hard to show a human face beyond the chore-context products
  45. 45. Ashiftinapproach,using EMOTION TO CONNECT WITHAUDIENCEnot through vague promises of ‘authenticity’, but by enabling empowerment by consumers themselves. = Nolongerpassiverecipientsbutactive participants.
  46. 46. Using emotion to connect with audience means a combination of functional & emotional messaging, that will drive brands to reach new audiences. For brands, this means moving beyond offering just functional product attributes to contribute to a more holistic brand experience
  47. 47. Getting Close & Personal
  48. 48. Consumers aren’t just looking for products. They want naturally immersive experiences that they can interact with- Thismeansbeingabletofoster collaborativerelationshipswith consumersinthecontextof their dailylives,nomatterhow ‘functional’acategoryappears andinempoweringconsumerstoparticipateinthisprocess-speakforthemselves-theresultismore authentic,evocativeandcompelling.Farmoresothanjustadryaccountoffunctionalattributes
  49. 49. Brands that continue to thrive arethose thatreflecttheactivechangesintheirconsumers’culture byfosteringtheirowncultureofinnovation extending shelf life beyond the functional Brands need to enhance experience
  50. 50. Online Conversation to Offline Action
  51. 51. The connected nothing Consumer -Making technology personal
  52. 52. To connect with an audience brands must engage viewers emotionally – make them want to care. Once viewers are engaged emotionally, they are open to having logical arguments put to them, key benefits and how things work are far more relevant when a viewer is engaged. Finally, a dry call to action is unlikely to elicit any response, whereas an audience that has their emotions tugged are more likely to engage.
  53. 53. Writing Our Own Stories
  54. 54. . “The storyteller takes what he tells from Experience- his own & that reported by others. And he in turn makes it the experience of those who are listening to his tale… Walter Benjamin ‘The Storyteller’ in Illuminations
  55. 55. From Online conversation, to Offline Action: Community-Driven Movements Real People = Real Voices having Real results
  56. 56. Virtual Communities “allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community” {O’reilly 2004} =new forms of relatedness& social interaction across virtual networks. Each with own language- e..g. makeup ‘gurus’, product ‘hauls’
  57. 57. Cyber Communities- new frames of references, cultural values & experiences “in a world dominated by markets and networks, there are (and increasingly will be) collective affirmations of primary identity around locality, which will break up societies based on negotiated institutions, in favour of value-founded communes” -Writing over a decade ago, sociologist, Manuel Castels Hybridity= multiple voices & visions= new multiple selves/ identities/ subjectivities Enactive memory= narrating own live stories/ autoethnogrpahy
  58. 58. “Barriers to participation dismantled= ı Intimacy &Greater participation – scale offered on immeasurable way. Social media sharing further opens up access, opportunities to actively engage, spread & participate in new forms of storyı
  59. 59. Flexible ways of connection, community, kin- beyond the conventional institutions of nation state, family, church, etc. .. Huge rise in internet mediated action Offline action – minority gatherings, raise awareness, share & spread ideas, galvanize & mobilize different rates – Hybridity of online identities means no longer confined to ‘our’ cohesive group, but can fluidly move across numerous subjectivities
  60. 60. New voices connecting across difference. ‘coming out on facebook: 800 000 changed gender to gender neutral/custom Amount of people coming out ‘on facebook’ – using the social media as communicative platform is x3 than j 26million changed profile picture to rainbow filter Of those ‘out’ on facebook, 78% changed profile information to reflect this in years followings 2012 5.7mil americans fans of 300 most popular lgbt pages on facebook {fans increased 25%
  61. 61. Traditional marketing relies on communicating functional attributes. But today it’s becoming increasingly difficult to keep up with the shifting motivations and behaviours of consumers. keep up with the what and why of their thoughts and actions EXPERIENTIAL MARKETING OPENS UP OPPORTUNITIES FOR IMMERSION & INTERACTION BETWEEN BRAND AND CONSUEMR.
  62. 62. Creating New Experiences & Exciting Ways to Engage
  63. 63. “A Vital Living Expanding Experience that Consumes its audience. It is Total Involvement, total communication, total immersion. ı
  64. 64. Digital netizens= extended networks Hypersocial: Multi-Platform connection & engagement become adept at maintaining a continuous presence, or co-presence, in multiple contexts This ready availability of multiple forms of media, in diverse contexts of everyday life, means that media content is increasingly central to everyday communication and identity construction.
  65. 65. Being aware of thoughts, actions, experiences of others without having to be close physical proximity or requesting them directly by either party. Tiny windows into lives of others [known & strangers], unfold & digested bit by bit little bites across the day Paradox is that sharing, communicating, interacting & connecting is no longer definied by physical proximity but y technological competency. Digital Intimacy & Omnichannel Conversation “being able to keep in touch with people with a level of regularity and intimacy that you wouldn't usually have access to, because time and space conspire to make it impossible.” User experience expert, Leisa Reichelt}
  66. 66. New forms of imagining communities through online participation = differentiated new media practices by online Different levels of engagement, intensity, & context Continuous presence
  67. 67. The most powerful strategies not only fulfill a functional purpose, but create a lived experience by responding to cultural needs.Thismeansreinventingforthe specificneedsofeverygeneration. Enhances consumers experience with the brand.” BraNds THaT CoNTiNuE To THriVE arethosethatreflecttheactivechangesintheir consumers’culturebyfosteringtheirownculture ofinnovation
  68. 68. Getting Close & Personal
  69. 69. Meaningful CoNVErsaTioNs
  70. 70. Indulgingthesenses-e.g.Olay Ultra Moisture Autumn Renew Body Wash features an Autumn Renew scent to indulge the senses THErE Has bEEN a powEr sHiFT FroM CoNsuMErs as audiENCE MEMbEr To aCTiVE parTiCipaNTs New ways of navigating, observing and immersing. CONSUMER-GENERATED CONTENT AND COLLABORATION MEANS CONTENT AND CONTEXT IS OPENED UP Cross category sensory experiences Moreemotional=morememorable=moreanchoredtoeverydayexperience
  71. 71. xxx- This enhances engagement & encourages further d urging them to drill down to discover more.” Jason mitchell on ‘drillability’ xxx “Human Connection is the underlying current. behind engagement ” Jason mitchell on ‘drillability’
  72. 72. Reaching New Audiences
  73. 73. Unilever teaming up with Vice: content channels to target specific demographics “A different way of working, recognizing this is an audience that engages with content in a different way.” unilever   New ways of working: delivering content relevant to audience & appropriate for brand
  74. 74. ‘Generation Connected’ {GenC} This means blending strategy with culture: Allow consumers access, experience, & control of their media Looking at the users – both demographics & psychographics surround a brand/ online environment as well as the unexpected online influencers
  75. 75. 75 CULTURE CAN INFLUENCE OUR THOUGHT AND PURCHASE PATTERNS in many ways: Cultureprimesus,helpingusmakedecisions faster,andwithgreaterease-thisisnodifferent fornew,onlinecultures Who is Communicating the Message? Incentives or perceived benefits of the product [status, pleasure, cultural capital, conspicuous consumption etc] How Salient or relevant the product is for our needs and lifestyle. Meet the NEW NEED STATES
  76. 76. Organic Engagement Micro-Influencers Online
  77. 77. Times Are A Changing Enhance consumers EXPERIENCE with the brand.
  78. 78. “It’s new approach to communication Ms. Dello Russo said, “and part of the culture of our time.”
  79. 79. Online social communities: “Virtual Communities of CoNsuMpTioN” Social media allows consumers to not only search for opinions on products during the pre- purchase information search phase but also to share post-purchase experiences and attitudes – visual, textual, video, etc More influential than traditional reference groups as not forced- consumers ‘join’ community through shared interests
  80. 80.         Generation C... Gamechangers? Emv especially strong in beauty category – increased 904% in 2015 {compared to 22% for blogs} – tribe dynamics report Social Media: Web-based, user-related creation &exchange of content Content creation – created & shared across ever-evolving online communities
  81. 81. The New Influencersı
  82. 82. “Each sphere of life produces its own tribe of Storytellers” -Walter Benjamin ‘The Storyteller’
  83. 83. Changing concepts of status & influence – new audiences & platforms redefined sphere of social influence. 1.  Same human desires of connection & belonging but process & manner redefined by social media But risk with sponsored content- community to commodity culture destroy ‘fabric’ of it? Pixiwoo YouTube videos” any woman can be an expert with the right tips and tricks” .
  84. 84. When I started, I wanted to write about fashion from a very personal perspective and try not to make high fashion seem too lofty or highbrow. I wanted to talk about fashion from personal experience, too, so I started taking outfit shots _susai lau style bubble
  85. 85. “People turn the camera on themselves now. They don’t even need us to talk about them, anymore.” {garance doré} Evolution of fashion Advertising? Or Organic Communication? NEW YORK TIMES: ‘New York Fashion Week Street Style is Often a Billboard for Brands’
  86. 86. millennialsspend30%oftheirmediatime(5hours/day)engagedwithuser-generated content. THErE Has bEEN a powEr sHiFT FroM CoNsuMErs as audiENCE MEMbEr To aCTiVE parTiCipaNTs New ways of navigating, observing and immersing. CONSUMER-GENERATED CONTENT AND COLLABORATION MEANS CONTENT AND CONTEXT IS OPENED UP User generated content35%morememorablethanothermediaand 50%moretrusted
  87. 87. power dynamics have changed. No longer customers courting brands, but brands trying to wow over online influencers
  88. 88. Blurring boundaries digital, analogue, average, celebrity but eventually, there will be a blurring of mediums, according to some bizzers — a convergence, in which the distinctions of whether someone is a digital celebrity, a TV personality or movie star are all but erased.{variety} Digital stars changing dynamics “Hollywood believes in pixie dust. Silicon Valley believes in data. Today’s entertainment has to be a combination of both.”{larry shapiro to Variety}ı
  89. 89. “The Viewer is the newStudio Boss…We can’t force content on people anymore” {Will keenan, pre. Of Endemol Beyond USA}
  90. 90. REWRITING RULES OF FAME GROWING POPULARITY OF ONLINE YLOGGERS OVER CONVENTIONAL CELEBRITY ROLE MODELS, DESPITE MINIMAL EXPOSURE IN MAINSTREAM MEDIA APPROACHABILITY & AUTHETNCITY GROWING MARKERS OF INFLEUNCE, ESPECIALLY FOR YOUNGER AUDIENCES E.G. SWEDISH VIDEOGAMER ‘PEWDIEPIE’ COMMEDY DUEO ‘SMOOSH’
  91. 91. “Online buzz is the easiest, cheapest and most effective way to build a culture around a brand” As soon as new season lookbooks and campaigns are released, they are blogged and Tweeted to death, but by the time the clothes are actually available to purchase, you have to ask whether people are still interested or have they moved on to the next campaign?"
  92. 92. Digital Superstars “YouTube opened up a lot of doors,” said Dawson, who is repped by UTA. “It’s the best place to be discovered, because it’s something that you personally have done, rather than (you) reading someone else’s words.”ı •  biggest YouTube star is Felix Kjellberg, a 24-year-old Swede known as pewdiepie: 9 million subscribers, daily videos consisting purely of him playing video games whilst cracking jokes. . Recently revealed that his channel grossed $4 million in ad revenue in 2013! •  Jenna marbles 13.5mil youtube fans •  Epicmealtime outlandish food combinations {e.g. donut lasagna} transitioned to mainstream media tv show from youtube channel •  Logan paul overnight success for 6sec vines- now deals with pepsi,hbo, ritz crackers
  93. 93.         The influencers *Man-repeller: 3.7mil views p/month- loads of brand sponsorships & collaborations “Anna Dello Russo-meets-Nora Ephron take on fashion blogging” *Philippine native, bryan boy- one of the first to make a living from blogging, now judge on antm *emily schuman, ‘cupcakes & cashmere’ – cutsey, mixture of diy, food, fashion- loyal fans ‘homely’ . Signed deal with estee lauder *emily weiss & ‘into the gloss’- major sephora & derek lam campaigns
  94. 94.         Creating a harmonious whole Means greater brand engagement, subtle yet stronger strands of Connection Generating a Brand Ecosystem
  95. 95. ‘Generation Connected’ {GenC} Social Media Superstars & Influencers er the past few months, McDonald’s enlisted social media star Crawford Collins to promote its all-day breakfast on Instagram, Oxygen TV ran a campaign with the widely followed Sara Hopkins on Snapchat, and Coke enlisted Vine star Cody Johns to make a short, looping video on its behalf. Twitter’s recent acquisition of ‘Niche’: company connecting advertisers with the over 16,000 social media “influencers” on its platform, and helping them develop campaigns that often run across a variety of social media
  96. 96. “We’re looking to do more holistic campaign activations. We will hopefully be much more engaged with our customers, which means we’re not just talking at them but engaging with them and creating that two way dialogue that hopefully will give us a deeper role in their lives.” Relates to Sept 2015 ‘Good to Know’ stories [aimed @ dispelling brand myths}- overall McDonald’s is hoping to build deeper emotional connections with consumers through ‘authentic’ video content authored by vloggers Also branched out into live streaming with Periscope, as well as building name in community grass-roots initiatives, e.g. partnering with online blogs like Mumsnet to tap into & try to shift negative brand perceptions through ‘forums for conversation”
  97. 97. “We wanted to create a sense of sharing rather than reading being a solo experience. We are bringing reading into the digital age” {MCDONALD’S} Reading as Immersive experience: partnership with Random House publishing , Penguin, & Children’s Literacy Trust, as well as interactive app to offer more immersive experience- e.g. voice recognition technology, triggering certain sounds or colours when a particular word is read out.
  98. 98. “I think what’s so interesting for people is that I don’t take it so seriously and yet I am still immersed in the [fashion] industry,” ManRepeller Challenging Hierarchiees in High Fashion Strongly digital and desire to stay away from traditional print media Accelerating own career via dynamic, evolving digital channels
  99. 99.        More and more, brands are forgoing traditional methods of PR and media – reaching out instead to online influencers to harness their viral influence, widely & not organically disseminate the brand message, & reach otherwise inaccessible targets. Front row seats- & feedback online from these influencers almost as crucial as the front-row shows that they’re invited to Power of the Online Influencers
  100. 100. Voice= Personal not coerced & explcitly marketing a brand, product, service, or name Currated and created by ‘real’ voice
  101. 101. Relatable OrGaNiC CoNTENT generates deeper trust & wider engagement/response than Internal / brand created contentı influencer- created content, presented in a storytelling format over multiple posts, generated far more content than any digital marketing materials created internally by the brand. ı
  102. 102. real characters don’tneedScripts

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