Section I: Understanding the External and Internal Landscape
This section of the book is about understanding the external marketplace—how your customers interact with media content and how your business can change to adapt, stay competitive, and blow your competitors out of the water.
Before making any dramatic changes to your business, you must first do a complete analysis of the external and internal factors your business faces. It’s wise that you get a complete, 360-degree view of the customer ecosystem and understand the factors that affect your customers’ behaviors. Multiple screens and devices, mass amounts of content, media, and marketing messages command their attention every day. Also, many consumers have CADD (Customer Attention Deficit ...
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