The 360-degree approach was once famously quoted as the most effective way of connecting with the consumer – making a link across all touch points. The concept may have been replaced by more popular renditions such as integrated or multimedia but at the Dubai Lynx International Festival of Creativity stage, 360 surface again. Only this time, the suggestion of replacing it was in context to staying connected with the consumer at all times and 365 days of the year.
“The campaign-based ideology must turn into an ideology of building ecosystems. We have to identify what consumers want to receive across the purchase journey. In a content driven world, you will always see the constant flow of the communication you deliver,” noted Guy Abrahams, Global Strategic Planning Director, ZenithOptimedia.
The digital age has brought a change in the ability to deliver specific messages at various stages. Marketers hence need to take control, and break down the silos. The messaging has to be now consistent across platforms, and design a coherent experience. “They don’t have to sound exactly the same, but work together like an orchestra to produce a compelling experience,” he said.
According to Mr Abrahams, the key to understand how to deliver relevant and engaging experiences to the consumer begins by understanding brand purpose. “It is a brand’s mission in life. It should not just resonate with the consumers but also speak with the vision of the brand,” Mr Abrahams explained.
Speaking about paid, earned media and owned media here, Mr Abrahams advised that earned media was not free but a 90 per cent correlation between paid and owned media and that everything is connected. “Paid and owned media should convert to earned media. The catch is to deliver the right experience but without losing the consumer in the technology. To be able to do this, you need to have connection on three levels – storytelling, call to action and technology,” he remarked.