Too many businesses lunge toward the latest app or social media stunt without considering their identity as a brand, and how their media strategy works. In the process, consumers end up confused and detached.
Cool kids prefer the modish expression "brand experience" to "brand idea," deeming the latter too one-dimensional and "advertising-y" relative to the interactivity and holism of the former. I beg to differ.
The Whole Egg is based on a consumer view; the understanding that there is no perfectly symmetrical way to pigeonhole a person's viewing/watching/listening/doing habits and the deep insight that data is a key to delivering value to said consumer.
The success of early data projects has shifted the tone from he-said, she-said sound bites to solid data sources, and has further inspired journalists, civil society organizations and governments to pool their efforts, and their data.
Getting back to this "Tough Week," now nearly 14 days ago, as the news raged on, I found myself turning to social media sites like Twitter and Reddit for the latest updates about the situation in Boston.
Digital technologies offer unprecedented access to data and information. Some governments are threatened by the free flow of information, but by attempting to control and censor the Internet, they jeopardize their society's development.
Social media has existed since the first human being set foot on earth; in the past, though, we simply referred to it as creating tribes. Today we can connect globally online, but we're still just looking for our tribe.
Instead of asking customers, "What would you like?" and giving it to them, you have to focus on the more important question. Ask yourself, "What would customers really want to do if they only knew they could do it?"
Make no mistake: It's a hard trend (a certainty) that tablets and smart phones are rapidly becoming people's main computer. Therefore, you want your website to be seen well on these devices and to be useful.
If either a) your audience is not on Facebook or Twitter or b) those who are don't want to engage your product/service within social media, spending even a dime of your time or effort or budget is a waste of money.
While it's clear that traditional media and marketing companies must invest in and nurture digital enterprises and innovation, marketers are demonstrating renewed confidence in the traditional pillars of marketing.