What’s at the Center of Your Customer’s Personal Network?
Just a few short years ago, it seemed that our entire industry became fixated with the notion of surrounding mass reach media with digital touchpoints. These ancillary channels and devices, applications and platforms suddenly became prerequisites of every digital ecosystem and campaign – and had to be “added” to the media mix – often to simply provide a halo around a TV spot flight that could be nano-measured, while unfortunately, the TV investment still can’t be.
Whether you put your customer experience in the center, as we always do, or, still put the mass reach of television in the center, as many media companies still do, in 2012 one thing is certain: There is no center of the personal network anymore. The center is wherever they are, and whatever device they’re accessing and interacting with at any given time.
Some refer to them as second screen experiences, or even in mobile’s case, third screen media. The fact is, it’s not as simple as television becoming supplanted by another channel – be it Web, tablet or mobile media – at the center of the personal media network anymore; there simply is no more center.
And since the center is whatever the consumer is accessing at any given time, this creates new requisites around connectivity that demand we provide the consumer rich, interactivity and seamless user experiences across all channels – both digital and physical – and it can’t simply be relegated to “we have an app for that” approach.
From weaving your brand story and value proposition – both visually and verbally – across platforms to providing rich digital and physical experiences that both engage and generate cultural currency and transactional results for your brand, our approach to this kind of “connectology” transcends typical AOR services.
In the 2012 world of right now, the question isn’t so much about connecting your campaign with your consumer and how many agency partners you need to mobilize to do it.
Rather, do you have a partner who can stretch your brand proposition, across both digital and physical experiences for your customer that transcends media mix, puts customer delight at the center, rather than just another reach vehicle?
What happens when ideas are combined and when seemingly disparate things come together come together? Check out Everything is a Remix, Part 3: The Elements of Creativity, a great video on re-mixing messaging and the pillars of connecting in new and meaningful ways.