14. March 2008
Traditionally, marketing has been divided by a line. We either work above it, below it or through it. We are on or off it.
But the time has come to draw a line under that line and to accept that in today's fragmented marketplace it is no longer meaningful. Consumers don't see a line. They simply react and respond to ideas that engage them - regardless of how they are delivered. And they react and respond even more actively to ideas that don't engage them - by opting out, turning off, or switching to something else.
Technology may have brought marketers new and clever ways to target and get our messages across, but it has also given consumers countless ways of tuning out. There has been a power shift. The consumer has his finger on the 'no thanks' button and can reject your message in an instant. And for good, if we're not careful; an opt out can be a one-way ticket. Which is why the emphasis must now, more than ever, be on powerful ideas that engage your audience. The aim should be to develop open conversations between consumer and brand.
We talk about the nirvana state of DM/digital as being 'one-to-one' communications, and technology gives us a fantastic opportunity to target, to measure who's doing what and to serve up relevant, contextual advertising and content. This is an important part of that customer journey.
But my message is treat both your consumers and technology with respect. Don't abuse them with over communication or irrelevant or weak content - tempting to some because of digital's cost-effectiveness. Make sure you deliver powerful ideas that are part of a compelling customer journey - if you don't you could be at the back of the line.
This piece by Martin, our MD, was published in Revolution, March '08