Its important to understand the paradigm shift in the way consumers “consume” brands. Brands are now used more than they are preferred.Functional benefits and relevance now outweigh the intangible and emotional allure of a brand.
9.6% of marketers say increased presence across social media platforms is their top area of corporate social media marketing (”social marketing”) investment for this year, ahead of increased frequency of content publishing (58.9%) and more robust social marketing management (49.5%) a December 2011 Awareness survey. Investments in expanded social reach will be led by self-reported social marketing novices (78%) and dabblers (71%), while experienced social marketers find the category to be somewhat less of a priority, placing it relatively on par with increased frequency of content publishing and more robust monitoring.
In the same way the TVs of the future will be powered by the Internet such as upcoming Apple TV which will launch within the next 18 month, so too will the cars. Yes the cars! And while that could impact everything from fuel efficiency to finding parking spots, its impact is already being felt on the radio dial.
With car manufacturers developing their own app platforms that can access the Internet – currently through a smartphone but eventually through built-in connectivity. Branded content can indeed be used as an important word when looking at the future digital platform, cars. From the 70’ties where Herbie can talk, communicate and react to the drivers words, the future cars are definitely not far behind. Its interesting to ask one self if the future car buyer will start to put more emphasis on the cars apps its intelligence to understand commands than existing features as speed, cylinders? Just an interesting thought in regards to the future consumers buying motives.
This is a great example of a campaign where digital plays the lead role. Brilliantly thought of with consumer interactions and a unique consumer experience in a month where everyone are thinking of giving something back but are sometimes too busy to do so.
To all the brands who are constantly trying to think about their brand in terms of how you want your consumer to perceive it by spending endless time in trying to dictate what we as your consumers should and should not think about your brand please have a listen to this. It’s is a completely different way but yet so simple if you are willing to change. Please do not spend time thinking on how your website is designed as in the old days. In todays digital age it’more about creating valuable content that is inspiring, usable and relevant. Design is the support to your content – not the other way around. I can promise you this you will not be perceived as a brand that understands digital if the focus is on a one place destination. Your content is like people in an airport – traveling to different destinations with different expectations. Enjoy this short movie that as many others try to explain the shift that has already happened yet so many brands are still not willing to understand.