Here’s another article in Advertising Age that deals with the brand, this time in the context of today’s extreme advertising messages overload we face daily. Here’s a very relevant quote:
A siloed way of thinking is fine if you’re atop a media company or a trade association, but it falls short if managing a massive marketing budget is your bag. That lens effectively needs to be refocused not on media but on the consumer, who’s cumulatively bludgeoned by commercial messages as he moves from medium to medium. “We just don’t have a holistic approach yet,” Mr. Barocci said.
As always, it comes down to be truly customer focused and not only pay lip service to this maxim. There’s another aspect that enters into the equation, one that many DMOs face, the limited marketing budgets available. If those with massive budgets have a hard time cutting through the clutter, just imagine how impossible that task is for someone with a limited amount available. All the more essential is to find ways to reach customers outside what I would call the main “marketing battlefield” dominated by the mega spenders.
Web 2.0 tools make this much more possible than those previously available to marketers. Tapping into the conversation about your brand that is taking place in social media and user generated sites is a key success factor. Allowing those who drive the conversation to communicate easily with you and involve them as your advocates is another strategy to use.
The last thing you want to do is waste your limited budget on “me-too marketing” in the main stream media and most likely not be noticed at all.