Despite clear signs of a shift in consumer behavior, a large number of companies are still treating digital as just another distribution channel of marketing. Too often silo thinking, fragmented ownership and lack of clear business objectives create situations where successful marketing initiatives are far apart, hard to measure and not strategically aligned.
In the new commercial landscape you better start accepting that the connected consumer has become a key stakeholder in your business success, or failure. The reality is that centuries of brand ignorance has created consumers that demand participation, attention and respect for the individual space.
Contextual relevance and dynamic marketing planning is no longer ´nice to have´, it’s a must. Together with speed and an innovative approach, ongoing consumer intelligence gathering is now marketeers most powerful tool. Rather than driving brand initiatives and tactical campaigns primarily through paid media, you are required to develop, scale and become an expert in how it combines with owned and earned media.
Only by mastering this convergence can your brand accelerate in driving effectiveness, cultivate creative ideas, assess consumer needs, motivate influencers, develop reach, achieve authenticity and cut through the clutter.
Your role as a brand has shifted from supplier to facilitator where caring and sharing is necessity in order to meet your desired business goals.
“An American monkey, after getting drunk on brandy, would never touch it again, and thus is much wiser than most men.”
- Charles Darwin