Understanding the consumers and their passion points is the key of every marketing efforts. We have to understand consumers' needs and the role different media plays role in fulfilling those needs. It is like getting under the skin of the persons we want to talk to. The whole consumer insights process together with clearly defined objectives makes possible for campaigns (online, viral, print, whatever) to get consumers' attention / engagement.
Posted by: Daria at April 20, 2006 10:03 PM
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Your comments concerning the things that we concern important on a website, I couldn't agree more with.
You wouldn't believe (I guess you would) how many times I try to talk online marketers to do everything they do with their customer in mind.
Including making the site easy to use, simple to navigate and not cluttered by an array of widgets and gadgets that confuse what it is that they want the customer to do.
Posted by: Gary Bourgeault at April 21, 2006 06:39 AM
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I certainly agree to that. Mostly, we are so concerned of "our" own objectives and goals and that is the common mistake most sites make. In the web, there should be greater concern to your visitors because online attention only happens within seconds. Thus, make the most out of those moments.
Posted by: Mary at April 23, 2006 07:34 AM
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Does it really need to be a one-or-the-other scenario? Of course we need to asses the market place and figure out who we're trying to market to. And of course we need to communicate the proper message to that audience. That's why the best engaging and immersive campaigns provide content that is relevant to their target audience. And they present content in a manner that they know will appeal to their audience.
Without engaging your audience, you're just another fish in the sea. Can a website be funny, viral and still communicate your marketing objectives? Of course it can, and any good campaign should do all of those things. I think when we talk about engaging our audience, we're talking about providing them with a message that they will connect with on an emotional level. Engagment is really what branding is all about. Without an emotional connection, there is no brand, only a product and a company.
As far as measuring the results, can you definitively measure the result of a TV commercial? Heck no! Sure, you know what the viewership is, but how many of those people really saw your ad? How many of them cared? Immersive, engaging campaigns are as, if not more measurable than traditional advertising. Especially those that have online compnents. YOu can track where your audience comes from, where they go, what content they use the most, and in many cases, you can directly track purchases.
Engaging campaigns lead to brand immersion. Brands now become a part of people's lives, rather than just a symbol on a label.
Posted by: Jackie Peters at April 23, 2006 10:40 PM
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This is one interesting post.
this what marketers and creative people in the internet and alternative marketing sector should abide by.
Viral and interactive marketing shouldn't stay repetitive and only creative.
target groups, effective mediums and especially ROI should be taken into consideration in order to keep the Buzz marketing and new medias up to the level of being called " Efficient tools " to reach consumers and viewers.
Thanks for the post martina
Posted by: jean at April 27, 2006 02:35 PM
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Very interesting arguments presented here.
I work for a creative agency in Melbourne, Australia whose whole manifesto revolves around social insights (or SINS as we call them.)
check out
www.see.com.au
or
www.see.com.au/blog
Posted by: Age at April 28, 2006 12:20 AM
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God ideas, understanding the consumer and how you should organize a website, a viral campaign or equal does not bring value to the table.
This is simple necessities that anybody in marketing (agency or client) should allow themselves to take for granted.
You need to take it further if you want attention and you need to be able to bring valid information to the table when arguing your case. The industry has matured and it will continue to do so.
Too many advisors in the industry still think that it is enough to focus on how the new fantastic digital communication channels can do the trick for any marketer.
If you are unable to link your advice to the companies overall strategic objectives as well as the actual marketing objectives, then you will be doomed to fail.
Just ask yourself – will this investment pay off penny vs. penny? And are you able to document this afterwards with actual numbers, qualitative and quantitative? If not, redo the thing until you are… It’s that simple!
Did I forget to mention this link referencing to our latest campaign: I think that this guy knows what he is talking about :)
http://www.biz-community.com/Article/196/11/9958.html
Posted by: Henrik Eggert at April 29, 2006 01:11 PM
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