Carat chief executive Ciaran Cunningham will speak about how ecosystem planning is the new way for connecting with consumers and brands at the Marketing Institute breakfast in the Fire Restaurant in Dublin next Wednesday. Living in a convergent world where everything is connected and measurable, understanding how consumers connect and engage with every touch point has reached a new importance.
Ecosystem planning is a response to complex consumer journeys requiring multi-dimensional media roles and functions. Media now needs to be built around journeys and use the right touch points to stay relevant along the journey. Understanding and defining the most valuable consumers and having the correct data as information are essential in building the most fitting ecosystems, Cunningham says.