Marketing has changed. Brands that are still trying to create ads, hype, offers and deals around average products face significant challenges, just because playing safe. Sure, they are still selling here and there but not for long.
As Dan Pappalardo wrote recently:
“Disruptive messaging is not as effective – or tolerated – as it once was. So instead of asserting a one-way brand message, marketers are now creating relevant experiences to organically align brands with consumers. These experiences themselves are becoming brand platforms; an energy drink is a lifestyle and a computer company is a content provider. Today, brands represent much more than their product or service.”
So how do the brands get the attention of the customers without ads then?
Create remarkable experiences.
Reach the consumer when she is in control and provide her a remarkable experience that she will enjoy and share with friends and beyond. Giving the user every bit of opportunity to communicate and engage with the brand is also the other key.
Image by Hugh Mcleod
Here is the take by Seth Godin on remarkable:
Merely pushing an idea via relentless ad spend is no longer sufficient. The alternative: remarkable products and services, where ‘remarkable’ means something that someone is making a remark about. When someone remarks on what you’re doing, the word spreads, replacing the predictable and expensive Mad-Men strategy of advertising with the unpredictable but potentially magical effect of significant word of mouth–ideas that spread win.
When speaking about the every bit of opportunity, we cannot miss the mobile experiences anymore. Jonathan Gardner talks about the exponential growth of mobile on his blog posting regarding the 4 Best Practices for Digital Marketers in 2013 on mashable.
I’m looking forward to seeing how brands leverage location technology and social-media data to amp up their marketing, especially as mobile commerce generates more attention. In 2013, we just have to put the consumer first, which means engagement on their number-one (probably mobile) device, contextual relevance and need anticipation. Chances are you’ve got the data; now use it.
Why not start building a remarkable experience today?