As we all know things are getting better. A little anyhow. Each month offers more signs that the economy is on the mend and brighter days are ahead. And when those days come, don’t be surprised if they look just a tad different.
Once upon a time the word engagement actually meant something in marketing. It was new and fresh – sort of the “it girl” in marketing. What if, rather than churning out more predictable marketing communications, we could find a way to touch the consumer?
Alas, touching the consumer has devolved into something akin to an overly-forward acquaintance putting their hand on your knee. Brands mistake street teams and Facebook pages for engagement.
This week we will forego the usual analytical commentary and instead simply share something very cool. In a previous blog, we posted about how Augmented Reality was the future of the future. And much of that revolved around the potential to turn a profit. While this is still very important, National Geographic recently showed how this platform can skip past the mobile phone and create a very deep and engaging experience that quickly bypasses pre-disposed biases individuals may have about a topic or brand.
Watch the video below and ask yourself, how many of the people participating are likely to have a copy of National Geographic laying around their house.
The past ten years saw a significant shift among major marketers. The once all-powerful brand concept has since been humbled by demands for accountability and measurability. And while there are models in place to estimate the impact a brand has, a brand’s softer, more intangible nature has a difficult time competing with “dollars and sense” tactics such as direct response or push-to-retail campaigns.
There would appear to be a very clear line drawn in the marketing world. On one side you find the “consumer approach” and on the other you find the “business approach.” B2C marketers complain about their stodgy B2B brethren and B2B marketers cast doubt on the “let’s make everyone love us” approach employed in the consumer sphere.