There are two ways to navigate
In one, consumers are entertained and the algorithm chooses for them. In the other they have a specific question, and there is an answer that helps them: become that answer and capitalise on Active Navigation.
To find that answer, consumers ask themselves questions that lead them to consult different information channels. Our job is to make sure you are present in all of them.
A 35-year-old woman wants to switch to a more efficient car.
A 35-year-old woman wants to switch to a more efficient car.
ChatGPT“what are the best hybrid SUVs?”
- Web
“Kia Sportage vs Hyundai Tucson specs”
- YouTube
“Kia Sportage video review”
- Web
“Chinese SUV brands”
- YouTube
“Omoda vs MG vs BYD”
- ChatGPT
“what are the best hybrid SUVs?”
- Web
“Kia Sportage vs Hyundai Tucson specs”
- YouTube
“Kia Sportage video review”
- Web
“Chinese SUV brands”
- YouTube
“Omoda vs MG vs BYD”
For advertising to be useful to a brand, it first has to be useful to its consumer
Capitalising on Active Navigation positions you as the answer consumers need.
“Advertising stops being advertising and becomes part of the content.”
Blog · Introduction to Active Navigation, I