It’s no secret that changes in digital technology are fundamentally changing the way we interact with each other and how we interact with brands. And let’s face it. Our expectations have been raised.We expect to be able to engage directly with brands and to receive real, valuable feedback almost instantaneously. And we expect our experiences, or the story that we are told, to be personalized.
If you go back 30, 20, or even 10 years, the idea of brands personalizing their experiences for thousands and even millions of consumers seemed outrageous. And if we’re being honest, it was impossible.
But as the consumer journey moves beyond the direct control of brands and marketers sprint to keep up with consumers and the explosion in consumer data, we need to embrace this revolution. In fact, we should get excited about how in-depth analytics enable us to analyze consumer behavior and capture precise results of our program’s effectiveness and quantify a real return on investment.
Creating meaningful consumer experiences still isn’t easy though. It requires us to get out of our comfort zones; work within an accelerated pace, iterate and re-iterate, and maneuver within a larger environment than our predecessors could have imagined.
So how can we succeed in this constantly evolving environment? Well, there definitely isn’t a one-size-fits-all strategy, but there are four models brands can look to when developing their next campaign:
Awareness: Creates a two-way relationship between the brand and consumer by shifting a brand’s marketing budget from traditional channels toward multi-channel experiences.
Experience: Uses consumer data and web analytics to reimagine customer interaction and create innovative user experiences.
Movement: Rather than focusing on deep emotional content, the focus is on efficiency and expanding the brand’s presence.
Innovation: Takes advantage of a brand’s digital assets and integrated marketing strategy to identify, develop, introduce, and refine new products and services.
These strategies are definitely more complex than a sentence or two. And don’t think brands can’t execute more than one of these strategies. Some have the capacity to execute all four effectively, but most brands won’t have the resources for this and will need to be strategic in the model they implement.
As you explore these models, remember they’ll continue to evolve along with the digital space. What worked five years ago is ineffective today and what works today will be ineffective in five years. What won’t change is that analytical, strategic marketing is here to stay.
