Research: Brands… and making people’s lives better
Seamless social. Savvy CMOs will utilize digital platforms in new ways to make their brands an integral and integrated part of consumers’ everyday lives. So say Ken Martin and Ivan Todorov, chief creative officer and CEO of US marketing agency Blitz in The Society Of Digital Agencies’ Two Thousand And Ten Digital Marketing Outlook.
“As the digital adoption rate by consumers continues to skyrocket with new trends like Twitter, Facebook, augmented reality, touchwalls, gesture recognition and ultra-portable devices, marketers will no longer view these platforms as standalone touchpoints, but instead, as seamless engagement opportunities that keep their customers continually connected to a brand story whose plot can shift and influence purchasing decisions throughout the day,” the pair writes.
And that means CMOs need to choose digital platforms that deliver high engagement, connect brands with social networks… as well as provide value and relevance in context of each consumer’s location and activity.
But there’s more to life than the purity of digital, surely?
And indeed, Martin and Todorov also argue that CMOs need to examine the demographics and psychographics of the individuals who use the products in context to their lives and activities.
“The most effective digital platforms have shifted from disruptive to productive by providing a service or utility – either by introducing a new behavior, or meeting a perceived need of the consumer. The big ideas should not only be strong enough to live across channels and devices, but fundamentally change the approach from ‘how we reach our customers’ to ‘how we make their lives better and make our brand an integral part of their lives’.
