March 28, 2011
with arauser
This post has 4 Comments, add yours! Tagged under: Advice
I like nice stuff. I guess everyone likes nice stuff. When I come across something I like, I can expect it will be imprinted in my memory for good. Think of your favorite movies, music albums or artists; you will always remember them.
However, lately I feel there is a lack of quality content being created in the region. It seems the focus has shifted from creating “compelling experiences that stick” to a “constant penetration” approach that relies on new forms of messaging.
We say that marketing has changed from push to pull. We say it’s now about listening to and engaging consumers. The truth is that most so-called engagement strategies are pushing even more than before. Why? Maybe because we forgot about the attention to detail that’s usually required to get the desired effect, to get people excited. Digital branding is suffering because of this and we are also seeing a lack of differentiation between online initiatives. Even multinationals in the region skip everything else and focus their online strategy on social networks. But is this really the right thing to do? Can you build a brand on social networks?
In my opinion, if we want to reach out to consumers we should not forget to impress people. We have to create long lasting strategies that engage customers and encourage them to participate in our activities. In other words, we need to replicate the “nice stuff” syndrome for them. That’s how lasting impressions are created.
Alexander, I am with you with this one, and even in an online marketing, it's a must to have an "image" to build upon now and in the future. Online endeavors are very competitive and need your utmost strategies to "pull" buyer's loyalty. Well. in fact, company's website must be in the forefront of Online Marketing nowadays. It's similar in blogging; posting your blog site into google, bing, MSN, Yahoo search engines, you post your blog, spread the news to Facebook, Twitter, LinkedIn, StumbleUpon and any other networking sites, then you bookmark in bookmarking sites and ping your blog site to increase online traffic. And, lastly of course, "nice stuff always."
Even nice won't cut it, it is as you said "need to impress", I remember watching a debate about how ethical it is to provide people with medicines that enable them to forget certain things or events from their lives, what was interesting is the mechanism of how things get impressed in some one's memory, the study proved that you remember things when there are emotions involved, what happens is that the adrenaline concentrates fat around certain neurons (which becomes memory) and that is why traumatized people never forget the event, they made trials by giving people anti-adrenaline after an event and they found out that the even t is easily forgotten. Moral of the story is that your ad or content needs to produce an adrenaline rush at the receivers end (having a nice impression of course) and then the memory of your content will never be forgotten!
i would highly recommend a book by Youngme Moon called : DIFFERENT , escaping the competitive herd!!
an excellent book that tackles exactly the above using real life experiences, scientific definitions, real brands and excellent solution analysis. This book actually became one of my main guides to go back to whenever i "fall off the wagon"
Nice Artcle............!!!!