- Nimble : Digital medium is content hungry. It requires snackable content. Digital can be guided by big ideas, but the voluminous content in digital wholly cannot be big-idea-driven. Big idea is replaced by hundreds of small ideas — those micro moments which engage the audience. Digital agencies must be able to pick up snackable content by being nimble.
- Content : Per se, the consumer is not intrested in the brand. He requires engagig content. Some content may not serve the marketing objectives. The content must be targeted to an audience. It should be valuable, relevant and consistent.
- Eco-system : Multiple apps clutter a phone. There are integrating apps where one app enables bill payments, cab booking, food ordering and playing games. It is necessary to create a digital eco-system.
- Bots : Bots are digital assistants. They are for cusomer service as well as for prompting purchases. They do entertain.
- AI will make thins better.It will revolutionise e-coomerce, gaming, product design and health care.
- Technology will generate ideas. There will be technology-based execution. It will be a new experience.
- Chronological Facebook and Instagram changed completely with the advent of algorithm in 2016. It regulated free-flowing content. Businesses were made to pay for the ads. There will be more influencer marketing. Consumers trust less known influencers than celebrities. Micro-influencers will become more important.
- Collaboration between social media and e-commerce will increase. Commerce gets to know consumer preferences and experiences. It helps marketers to improve their offerings. Users provide feedback of their experience on social media.
- Big data has become a reality. It provides rich insights. Dataanalytics extract these insights. The core of the agency is likely to shift from creativity to data.
Month: June 2018
Marketing : Changing Contours
Marketing so far focussed on one Big Idea. It exploited creativity associated with the right brain. These days, however, marketing is increasingly becoming data-driven. There is huge data about consumer behaviour, marketing channels, feedback, data from online apps and video streams, customer service etc. Marketing has to be analytical and this is associated with the left brain. This happens to be science.
There are 5000 plus mar-tech or marketing technology products to encourage marketers to embrace this change — shifiting from art to science. The science-based aspects include analytics, AI, automation, content marketing, data management, media optimization, sales automation or CRM tools etc. Mar-tech and ad-tech firms have to use these effectively.
At the time, creative ideas must be used in technical thinking. Instead of templates, we have to use imagination and inspiration.
The art of story telling must use the data with the story. There should be creative blending of data and story. Data we seek not for its own sake, but for insights and inspiration. Data science and art folks must collaborate.
Just great brands are not enough. We have to build great brand experience. Marketing has to orchestrate the experience. Creative mad man must work with math-men. Marketing is an emotive science. It is no longer confined to right brain and left brain alone, but to the whole brain. It is a fusion of art and science.