Indeed, the advertising and communications industry has moved from limited duration "campaigns" to "always on" dialogues and experiences supported by omni-channel engagement.
Perhaps most importantly, consumers are running the show – and wielding the power. Using new technology tools and platforms, consumers can fast forward, switch off and turn the dial in search of brands that truly engage them.
Emotion and speed are now key components in building engaging brands that add value to the lives of consumers. Brands need to change the speed, not only of how they engage and communicate, but at which they gather insight about their market. It’s less about historic research and long, annual trackers and more about what millions of people are doing RIGHT NOW and what brands can do RIGHT NOW to connect with their market’s.
This approach marks a fundamental shift in the role and purpose of marketing - from management of consumer perception to genuine consumer involvement. Today, if brand communication is not relevant, it will be lost or ignored. If it is not original, it will attract no attention.
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” – Nelson Mandela.
Brands will strengthen their connection with their consumers if they communicate in a language that resonates with their audiences