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Saturday, 14 April 2007 |
As if the marketing landscape wasn’t changing quickly enough we’ve now added endless miles of virtual terrain with which we have to be familiar if we want to be where our customers are congregating. However, on the upside,it gives us new canvases on which to create brand interactions that engage audiences through meaningful, relevant and positive experiences. Today’s youth have grown up with new technologies at every turn, and they are the ones that are early adopters and the first to embrace new mediums.
The challenge is how do you create experiential campaigns with these technologies that don’t just entertain, but connect with your young customers and drive purchase? Many brands are jumping head first into virtual worlds without investing the time to see if it even makes sense for them. They’re operating with the mentality that if others are doing it then we all have to be there. The result is empty pockets and the question: where did all of our money go?
The proliferation of emerging media and media platforms has caused a hyper-fragmentation that requires brands to be smarter and work harder to make sure they are creating experiences in the right places. I’ve always had a saying – it’s pretty simple. Deliver the right message, to the right audience via the right medium at the right time. What I am essentially saying is that, as a marketer, I have to put my head into the intended audience’s head to figure out when they will be most receptive to the experience that I am providing. It is tougher to do, but the rewards are ten fold.
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