Voor de marketeers die nog moeite hebben hun chefs en/of opdrachtgevers te overtuigen van het nut en de noodzaak van brandgagement, heeft Avenue A’s Pete Stein een handig 1–2–3–tje in elkaar gedraaid:
“Once upon a time, the art and science of marketing was pretty well understood. Brand awareness was built on TV, radio and print. Consumers were a captive audience. If your advertising did its job, and your product delivered on its promises, you won. The internet has changed all of that… or has it?
True, courtesy of the internet, a few things have changed:
- Consumer experiences are more distributed than ever.
- Consumers are willing (and able) to engage with your brand much more deeply than before.
- Consumers will engage in conversations about your brand whether you like it or not.
- The cost of producing a creative product gets lower every day while new technology makes it easier.
- So what hasn’t changed? The big idea. Great brands are still inextricably linked to great products that express clear, honest promises. Consumers still vote on those promises with their wallets.
So how do you convey the big idea in this complex new era?
Ironically, it’s simple—hand your brand over to your customer. Invite them to play with your brand and make it their own. Open the door and say “come on in.” With a few simple strategies, you can make your brand more consumer friendly and start reaping the benefits of give and take marketing. You have to do it in order to compete. That’s right. Go native. Release your brand to the wild.