Many of us entered the interactive industry because it was fast-paced, exciting and highly innovative. We saw an opportunity to help change the way business was done, and in so doing help consumers in fresh and engaging ways. Recently, we’ve noticed an unsettling trend. Agencies are becoming more and more similar. They’ve adapted the same processes. They create the same products. And for the most part, they deliver similar results.
For an industry that prides itself on a spirit of innovation, what we see happening doesn’t feel right. We believe it’s time to press forward. We believe that time to change is now. To that end, we are actively in the process of transitioning our Marketing Programs Group to an model.
“Business has only two basic functions – marketing and innovation.” Peter Drucker
is the next step in our evolution and will provide a truly progressive approach for our clients – one that we believe will become the approach that many marketers will use in the future. To the best of our knowledge we will be the first agency in Canada to provide this service.
Why are we doing this? Quite simply, we believe the days of doing traditional online marketing campaigns are fading. Linear programs based on reach and frequency are highly ineffective. As a direct marketing vehicle with clickthroughs averaging 0.02% they don’t work. And with banner-blindness being what it is, as a brand vehicle most efforts are largely ignored.
The reality is that consumers have changed faster than marketers. And they expect communication that delivers tangible value. Traditional campaigns that trumpet brand messages or focus solely on unique selling propositions are no longer considered the principle measure of value to consumers. To be blunt, what worked in the 50’s simply doesn’t work anymore. Today’s consumer demands more.
Value used to be derived from a consumer’s perception of what a product could do for them. This interpretation of value has evolved. And these days value is better characterized as, “what can a brand help me do?”
When we switch our strategic approach to deliver tangible consumer value – we are obligated not only to evolve the ways we engage with consumers, but also, to re-examine the approach (and processes) we use to create, monitor, deploy and continuously tune our marketing programs.
The Old Way
The “traditional online” marketing approach is linear and built on the idea of telling consumers about products and services through increased reach and frequency.
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