The Focus on People & Experiences is Shaping Digital Marketing
October 27, 2015
Just last week, some of our team members attended the highly-anticipated digital marketing conference, BOLO (that’s short for Be On the Look-Out), that rolled through town. As the name of the conference implies, us attendees got a close look at where the industry is headed and how to apply this thought leadership to what we do day in and day out.
Sharing is caring, so we wanted to share with you some of what we heard about what’s shaping digital marketing into 2016:
Director of Content & Social Influence
Customer experience is not about the brand, but about people learning more about themselves. The brand, or product, is now more of a venue than an end-point. People don’t have to fit into your brand; your brand has to fit into people’s lives.
We need to make a 180º turn from product to people. All marketing needs to be empathetic, appealing to emotion, not logic; narrative, not attitude and usage studies; paradox, not simplicity and linearity; metaphor, not expected utility. Marketing is too often concentrated on the medium and not the message. We need to concentrate on people.
Influencers are a great way to expand your brand story as they add relevance and credibility. Give them parameters to play within but do not tell them what to do within those parameters. Allow them to play. After all, you sought them out for their authentic voice and passion.
We should strive for active media experiences that keep the audience’s attention so they can identify with content in a real way, which leads to sharing, which then leads to growth.
Social Media Manager
Creative ideas start out with using the known and the familiar, then at the end there is a surprise. If you do not have a surprise of some sort, then you are just doing something that someone else has already done.