Withthe World literally within your reach, the new reality for driving your brand will be to connect globally with your prospective consumer through digital interactive media. The new interactive media “bloodline” is digital, which allows the marketing team to drive instantaneous brand messaging both virally and socially.
This new “weapon”, which has been proactively adopted by many brands, still is being deployed like a bomber blowing up anything in it’s path, versus an “elite” strike force with a defined target and mission. With this focus, this new weapon becomes a powerful part of your marketing strategy arsenal. Specifically, there are many different areas of “soft” copy digital media that can be implemented at lower cost with increased market penetration and defined metrics. This is the magic formula for marketing team that has always struggled to calculate ROI.
These digital campaigns are most effective when they are part of an ongoing brand message, seasonal product releases and integrated into social media strategy. By “reaching” out to your “core” consumer, one who embraces culture and lifestyle of the brand, you have effectively built a pathway for them to become part of your brand. This is done via social networking, where you can “activate” interaction between “the brand” and the consumer. With this type of networking you can also decide to “partition” interaction between different segments of the brand such as: Sports Marketing, Marketing, Product, etc…. effectively creating an “underground” connection to the brand.
You can also extend digital marketing messages, and strategic campaigns that are measurable through “activation”, “interaction” and eventual consumer “purchase”. The power of digital marketing comes through in these campaigns and “social” interaction. Soft copy is now what Hard copy once was, still integral to the overall marketing strategy mix, but as a secondary component vs a primary driver. This “blending” marketing strategy will continue, but most if not all hard copy advertising has in someway adapted to the “softcopy” digital transition.
The message should be loud and clear, like a freight coming at you full speed.. your Choice is clear….
Jump On and Enjoy the Ride…
Get out of the Way and become Extinct…
or do nothing and Die….
Your choice should be to “Jump On”.. Enjoy the Ride.. If you don’t, the next evolution in Marketing is coming and you need to be prepared with what is new reality today, so you are prepared for tomorrow..!
Enjoy the Ride….
“Product Innovation & Marketing Success Blog”
Bryan Smeltzer is a successful consumer products business executive and entrepreneur. He has held executive-level roles in business development, product, and marketing with some of the world's most prestigious brands, including; Oakley, TaylorMade, Adidas, K-Swiss, Schutt Sports, among other international brands. In addition, Mr. Smeltzer founded an apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm. He currently oversees LiquidMind Inc., a global brand strategy firm that partners with both start-ups and established brands to empower their businesses to think different, be different, drive a passionate culture, and execute relentlessly.