The traditional roles of connecting to consumers by means of advertising and marketing has drastically shifted throughout the years. Consumers are younger, busier and more tech and digitally savvy than ever before, so there is no surprise that the likes of Facebook (pun intended), YouTube, Google and content marketing are becoming the forerunners in the way brands and services connect to consumers, and how consumers "consume" a product.
The constant retraining of staff, and the rise of digitally focused agencies and strategies are a direct result of this paradigm shift. In my opinion, the focus must now be: brands and services have to be able to engage the consumer as opposed to just compete for their attention. A great strategy and concept that lives within the social, digital and mobile space that utilizes the dynamics of a 360° campaign and synergy to facilitate consumer engagement is a great start. With strong emphasis on a great concept, of course. After all concept is the new copy.
Omnicom's CEO, John Wren, sums it up when he says in an interview conducted by CNBC, "the marketplace has moved, and it changes everyday now. Up until 10 years ago it didn't change very rapidly. You had time to absorb the changes; re-educate your people. Now changes are instantaneous." -pep boy
The constant retraining of staff, and the rise of digitally focused agencies and strategies are a direct result of this paradigm shift. In my opinion, the focus must now be: brands and services have to be able to engage the consumer as opposed to just compete for their attention. A great strategy and concept that lives within the social, digital and mobile space that utilizes the dynamics of a 360° campaign and synergy to facilitate consumer engagement is a great start. With strong emphasis on a great concept, of course. After all concept is the new copy.
Omnicom's CEO, John Wren, sums it up when he says in an interview conducted by CNBC, "the marketplace has moved, and it changes everyday now. Up until 10 years ago it didn't change very rapidly. You had time to absorb the changes; re-educate your people. Now changes are instantaneous." -pep boy
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