Konsumentdriven reklam

Mouthpiece fortsätter serien om framtidens reklam:

DOWN DRAMATICALLY
Relevance of traditional ad creatives.
UP DRAMATICALLY
Relevance of research and tracking. The fact that so much of the media will be in the hands of consumers – who, thank god, are not very adept at “staying on message” – further diminishes the role of upfront creative development as we currently know it. The investment in crafting the perfect message to be delivered to the world through broadcast channels will shift to the task of tracking what happens to a brand message (which may or may not have been created by the brand itself) as it turns into a consumer-driven meme.

(BuzzMetrics Mouthpiece)

Mmm… kanske. Samtidigt tror jag inte riktigt att konsumenterna fullständigt kommer att ta över hela marknadsföringen. WOM är en del av marknadsföringen som man strategiskt hela tiden bör tänka in i varumärkeskonceptet – men det kommer knappast bli enbart vad som marknadsförs. Man hamnar åter i frågan om hönan eller ägget – utan traditionell reklam eller kreativa starters så kommer inga konsumeter fungera som brand evangelists.

Related Posts

Leave a Reply

Your email address will not be published. Required fields are marked *