The New Way Will Require New Skills
The rules of marketing were etched in stone long ago.
Rule 1: “Mass communications – ads – are the way to define a brand’s character and create an emotional connection with consumers.”
Rule 2: “Promotions and shopper messaging are used only to compel consumers to act in a way that brings that brand into their lives.”
But it’s 2016, and people have more control over when and how they receive brand messages. This makes consumer interaction with brands rare and precious. Consumers also have higher expectations of brands. They want transparency, convenience and relevant engagement – not a sales pitch.
Things have changed a lot, but there are big opportunities for the brands that get the next step right. It starts with smashing those stone tablets and bringing down the walls that have separated marketing disciplines. And then it’s time to rebuild, in a new way.