I’ve been handed an influx of briefs recently from brands wanting to adopt copycat approaches, spending their budgets on stepping into their competitive space with ambitions to shout louder and ‘become the authoritative voice’, it’s sadly reminiscent of the work I was doing ten years ago.
Every brief looks the same; ‘we want to drive traffic to our website’, ‘we want to increase our share of voice’, we want consumers to buy our products and love us for it.
Technology has given us access to anything we want, whenever and wherever we want it, which should be exciting. Yet in this increasingly cluttered space, brands have reverted to vanity exercises based on the assumption that their consumers have the time to seek out their content and care enough to do so.
Technology needs to be respected as a powerful enabler, it means so much more to consumers to have a personalised and useful experience in our immersive Internet of Things, so the focus for brands has to go beyond content.
Leading brands to understand that content and functionality must work together to reflect what consumers are trying to achieve is a key part of my everyday, yet convincing key stakeholders to put the needs of their audiences first in order to serve them is hard.
I truly believe that the brands who don’t make consumers the focus of their decisions will continue to drown amongst those who do. Those that succeed will command attention through engaging and value adding experiences.
In today’s omni-channel world great consumer experience is both necessary and advantageous, the bar is set high, it’s no longer about developing loyalty schemes, today an engaged consumer is worth more than a loyal one.
An engaged customer is one that has had an expectation met, which for a brand means, being relevant and adding value.
Less noise and more cut through is called for.