I’m a strong believer that there is a really interesting shift happening in the world of communication. After years of filling in manufactured spaces with manufactured messages, we’re trying to return to the very core of communication. Maybe a collateral effect of the crisis, that made consumers refocus on sustainable, solid assets. I like to think that the notion of a campaign is becoming obsolete and working on Advertising 2.0 is so exciting!
Instead of conceiving campaigns, we’re engaging, or trying to engage consumers into a relationship with a brand and/or a product that goes far beyond a media buy that simply displays a message. We’re creating stories that start with the product or the corporate culture. We’re telling stories about people who put together areach and frequency that ends up displaying a “campaign” message.
Why not build a brand/product/company/advertising campaign by listening to consumers and integrating their stories? Then you can select the most relevant media to contact your tribe.
Top to bottom advertising is no longer an option in the coming years. The question is: Can digital reflect/inspire traditional media? For example, could you “friend” a brand through a billboard?
In the meantime, as marketers, we can’t avoid asking ourselves: How is my corporate structure and culture adapting to these realities? Does this really concern only the marketing team?
The future will tell us :)
Post by Isabelle Quevilly, Nov 11th
I am speechless! … wow!