From Interrupting to Engaging

Conventional interruptive marketing no longer has the benefit of authenticity and therefore retains very little credibility. The messages have no real substance and the format is defective - marketing is 'interruptive', it can make customers angry and increasingly such messages get screened out. The result is the damage to the perception of marketing and to the communication between companies and their customers. There needs to be a closer link forged between strategy and operations.

The future for brands, should really be about the creation of branded content and assets, that are unique to that brand. Which create Marketspace, generating new revenue streams, providing a greater return on investment. Creating value for customers via information, entertainment, experience, speed of delivery, flexibility of distribution.

It is increasingly likely that the traditional marketing emphasis on creating effective brand communication strategies will need to be extended and dimensionalised to create effective brand experience strategies which allow the customer to meaningfully connect, experience and interact with a brand. The rapid acceleration of these will be crucial to success in the marketplace.

Alan Moore - CEO of SMLXL a next-generation creative marketing company

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