Ged Carroll

Connection planning has some problems

Published: (Updated: ) in ideas | 想法 | 생각 | 考える, marketing | 營銷 | 마케팅 | マーケティング by .

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A couple of years ago I did a presentation on connection planning and much of that thinking still has value. But some of the tenets of connection planning are now challenged by changes in marketing practice and strategy in the business to consumer space.

Connection planning process

The focus on user engagement has been affected by three things:

The shorter focus of consumer marketers makes it much harder to build a brand culture that sticks like Red Bull has managed to do. Flow of storytelling becomes less important than reach and stream of repetition.