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Bottom up media

The tactic worked with a more or less captive audience, but in a world of unlimited media choice people simply turn to something else. The most head-snapping statistic Holt cites is that despite having thrown billions of dollars into video marketing over the past decade, only three brands have made it onto the list of the top most popular YouTube channels. Then they align their content with what they believe these enthusiasts value most. Brands can do this, too. Both of these campaigns go against the grain.
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BottomUp Media

Bottom up media
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Bottom up media
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The Power Of Bottom-Up Branding | Profitecture

Top-down and bottom-up are both strategies of information processing and knowledge ordering, used in a variety of fields including software, humanistic and scientific theories see systemics , and management and organization. In practice, they can be seen as a style of thinking, teaching, or leadership. A top-down approach also known as stepwise design and in some cases used as a synonym of decomposition is essentially the breaking down of a system to gain insight into its compositional sub-systems in a reverse engineering fashion. In a top-down approach an overview of the system is formulated, specifying, but not detailing, any first-level subsystems. Each subsystem is then refined in yet greater detail, sometimes in many additional subsystem levels, until the entire specification is reduced to base elements.
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Top down and bottom up marketing

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The marketing and communications business is at a bewildering junction, with two simultaneous models vying for brains and assets. Most marketing campaigns look at personas of their buyers and determine what is the best path to the promise land. Bottom-up marketing is a concept with no single definition, but a few distinct components that set it apart from traditional top-down marketing strategies. Employees recognize one specific customer need the company can meet and create a marketing strategy around that single idea.
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