From Linear to Multiple

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marketing inspiration

Today’s consumer has a
‘T-shaped attention span’

This means scanning broadly and quickly over the content available and diving deep when they find something of particular interest to them. Implication: brands can no longer dictate the way in which consumers interact with their content. The notion of a linear customer journey is simply irrelevant in a world of fragmenting touchpoints
and proliferating content.

To respond to this new mode of consumption, brands must rethink
their approach to channel

Creating content that is modular, without beginning or end, and open to be joined or left at any point. The challenge is to deliver this real-time relevance without losing the brand’s cohesion and its ability to tell authentically great stories.

Brands need to move from one-off push campaigns to ongoing,
multi-channel conversations.

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