Improvements in digital technology have made it easier for companies to reach consumers almost anywhere. Capturing their attention still depends on coming up with a compelling message, the correct digital venue, and delivery at the right time and place.
Without Fresh Ideas Marketing Campaigns Fail
Marketers can succeed in capturing attention only if they have fresh, creative ideas powered by insight. Ideas always have, and always will, be the core of excellent campaigns. Ideas are inspired by creativity and speak to how people really think and feel.
Great ideas matter more now than ever before, with digital vehicles providing a new way to spread them in ways not previously imagined. With these digital instruments at our disposal, we have the chance to be successful beyond whatever we had imagined.
Delivering Content in New Ways
As an array of devices become more prevalent, marketers’ ideas can reach the consumer in context (where and when the message is most relevant). For instance, as cars become a marketing platform, opportunities for offers via the automobile can become a reality. This only happens if the marketer develops the idea of combining an offer, platform, message, and location. Once this idea or correlation is developed, it is the technology of today that allows it to be effectively deployed as part of the marketing plan.
These ideas can readily be turned into rules to be executed on a complex event processing platform. This platform can monitor consumer actions (or lack thereof) and execute offers instantly—according to a predefined rule—as soon as events show that the consumer is ready, predisposed, and in the right context. With this technology, the idea of the marketer becomes the real-time interaction with the consumer.
Try to resist thinking about digital marketing in terms of the tools, platforms, and all of the technology. Try to see technology for what it is: a tool for engaging people with fresh, creative campaigns that make consumers think, feel, and laugh.
Read our whitepaper, Seven Principles for a Superior Mobile Integration Strategy, to ensure your ideas will translate through technology.