Technology advancement and consumer adoption is happening faster and faster. Marketing methodologies are rooted in what has worked before- The past. They need to be rooted in the future- The unknown, which requires the two B’s of Digital: Bravery and Budget.
Bravery
The comfort blanket of focus groups often used in lieu of the ability or bravery to make a decision or used to kill good ideas on a sound bite has been a blessing and a curse for advertising agencies and their clients for too long. But in the digital age, we are questioning the validity of research as we know it because of the pace of change. And of course it’s in vogue to ape Steve Jobs who famously told the consumers it wasn’t their job to say what they wanted, it was his. In conjunction, the time to develop a campaign has been radically shortened. The new mantra is “minimum viable product” which is the evolution of “always in beta”.
The premise being the same in that you realize early, try it out and adapt as you go. This plays into the essence of becoming a social business where you become more transparent and closer to your consumers. Active listening in the social space gives you real-time, authentic feedback (aka live research) and the opportunity to interact directly rather than in the sterility of the focus group. Brands need to light a fire. Will it be enjoyed? Pass around and shared? Is it better to start several small fires and see which ones grow while taking your advocates with you? Trust your instincts and your creative teams.
Budget
All of this doesn’t happen without Budget either. The production values of a Digital media need to move into an era of realism. For instance, the screen quality of a mobile or a tablet device is now attracting luxury brands such as Burberry into the fray where they previously mainlined on glossy mags. Consumers expect more from brands because they spend more time on these devices and in these places.
A throwaway piece of content on a throwaway piece of budget will be just that: A throwaway. Digital media offers an opportunity to build brands and nurture relationships. If these are important to your business then place some importance on the Budget in these areas.
Nicholas Gill is Planning Director at DCH, leading the strategic development of integrated marketing experiences to improve business performance. He has over 15 years experience as a strategic lead and client partner working with brands including Fiat Group, Ford, Unilever, Shell and Activision for leading agencies including Ogilvy, Digitas, Wunderman and TMW. He is a contributor to the European IAB Interact Congress blog and regular speaker and thought leader in digital industry events and publications.
