While many agencies are retrenching, others continue to expand their knowledge and growth.
Top London digital shop DARE is attracted by the U.S. market and will open its office in NYC.
In an interview about this event, retransmitted in ADWEEK, James Cooper, one of the shop's founding partners, said "The days of people saying you can't build a brand online are over. You can definitely build a brand online."
ADWEEK - USA, Feb 2009
What is certain is that the current crisis offers opportunities for the digital industry.
In these tough times, the digital tools offer a range of solutions that can match the new challenges which companies have to face (Price, Interactivity, Reactivity, Measurement).
From a marketing point of view, with all the digital offer (website itself, communities, media sharing sites, micro blogging, bookmarking...) you can build a strategy that allows a firm to combine branding, marketing, communication and sales;
For several years, Procter & Gamble has been "co-creating" all its marketing with the help of its customers; the program "Envie de Plus" (off-line and online), which runs currently in the French market and seems to be a perfect success, is a great example of this new trend.
Does this mean that allocating 100% of the marketing budget to the digital would ensure that the company will reach its goal?
I don't necessarily have the answer, but it would be definitely linked to what the firm wants to measure.
What is certain is that "The brand launched exclusively online" will become its measure; so the marketing team and the agency have to match perfectly the measurement tool to the objective, regarding the outputs, outtakes and the outcomes.
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Online brands do not exists. From a marketingperspective, a brand is just an association netwerk in the brains of individuals. An association networks that is crucial during buying or decisions processes. Online presence just contributes to that single association network. Therefore presence in the physical world and virtual world should be full congruent.
ReplyDeleteI take your point Erwin but what about the social medias themselves that don't exist at all in the real world...
ReplyDeleteTwitter, Facebook or Youtube, only to list them, are great examples of this trend... They are strong brands with a very high awareness and huge number of users...
Their business model are exclusively online from a branding perspective to the customer experience with the brand itself...
Perhaps it's still very specific to this industry...
But social media has created a level of brand loyalty and advocacy that was once thought unimaginable... so the traditional branding marketing have become less effective and we can imagine that new models can appear...
At this stage, I agree with you on one point is that for many industries and brands this new marketing landscape is not social media itself but having a multi-channel approach across all media, including social media.