The new digital marketing machine is increasingly concerned with data but we need to remember that great brands are built on ideasOver recent years the marketing and communications community has raced to build a new marketing model for the digital age; a model that is more connected,more agile and less wasteful; a model that transforms the way we market brands to consumers. The industry has made genuine progress and the opportunities for efficiency and effectiveness seem limitless. But the model should not become an end in itself. Once we’ve built the perfect marketing machine, we’ll still need ideas to animate it; and ideas will remain largely intangible, and irrational and irregular. We still need to plan for the ghost in the machine.
Fundamentally the age of technology affords us an opportunity to harness the vehicles of persuasion (advertising) more directly to the mechanics of consumption (purchase) and of relationship management (CRM). contemporary brands will be built around data wealthy,adaptive digital platforms that assume consumers on a seamless journey from seeing relevant content, to selling an experience, or to securing a relationship.
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Source: theguardian.com