Insight
Event and marketing professionals must create content that cuts through the digital noise and goes beyond demographics, according to an exclusive insights event hosted by brand experience agency Strata at Sea Containers London.
Titled “Unlocking the Future of Content”, the event – comprised of a keynote and panel discussion – examined behavioural science principles, content strategy and messaging.
Strata invited Lea Karam, behavioural scientist and consulting director at human insights agency Behave, to deliver a keynote discussing a changing marketing landscape where all the stages – awareness, purchase, discovery, and consideration – can occur simultaneously.
“The marketing funnel and marketing ecosystem have changed,” said Karam. “It’s not a funnel anymore. It’s a loop. Awareness and action were part of the traditional funnel. At the moment, awareness and purchase and for example, discovery and consideration can happen at the same time. People can know about your event and they can know about your brand. They can know about your purpose before you even speak about it. So it’s really important to know that if you want to speak to a specific audience, you need to get them where they are. You need to get them in their psychological behavioural ecosystem and resonate with them differently.”
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