Beyond Advertising: Reaching Customers Through Every Customer Touchpoint

Over two-hundred of the worlds most forward-thinking executives, innovators, and academics paint a picture of what the future of advertising could and should be by the year 2020. In this book they give concrete advice for actions to take and mindsets to adopt that will radically alter the impact of advertising on both advertisers and the people they seek to influence. The book will focus on three current examples: Advertising is in the throes of a transformation that calls into question its most fundamental concepts, but very few marketers are doing anything different to adapt. Marketers cannot simply continue doing what theyve been doing and expect to succeed. What to start doing differently now: create advertising that is Relevant and Respectful, Actionable, Valuable, Experiential, and offers a Surprising Story (RAVES) orchestrated across all touch points and the implications of this to the vision, objectives, strategies and organizational and network architecture of the involved firms.