Ahhhh..a room full of agency people for this panel, it was great—I felt right at home. They were speaking my language discussing the challenges and obstacles a traditional agency might have in this continually evolving digital world. This is a topic I have thought a lot about in the last two years. As a “traditionally” trained media planner how will I ever be able to be a digital expert? There is new information bombarding me everyday, new websites, new ad networks, new behavioral targeting, new social media tools with a cool new application, new mobile advertising functions. How do I keep on top of it and bring it to my clients who need and want to be in this space to drive their business?So I finally felt at peace with myself when I connected with a statement from the panel, “the transition comes from how you think and align around the idea as an agency team.” It’s true, it all starts with the idea and believing in the best way to communicate with your audience. We will thrive in this digital world from staying media agnostic. Forget about the medium and develop ideas for ways to have great communication with your audience.
If we continue to focus on consumer insights, reaching them in this new age will come naturally. We all have to be in tune with what consumers want in a brand experience. Today its about interaction, communication is a two-way street, its less about what you say and more about what you do to create a conversation with your audience. A few brands come to mind that are doing this, Dove Body Wash, which is asking consumers to share their shower experiences and how Dove Cream Oil Body Wash makes them feel by creating :30s spots. This encourages consumers to think about their shower experience with the brand and what this moment means to them and share it with the world.
Another brand is Nike, launching Nike+. It not only got consumers back into running, connecting with each other through the Nike brand, it’s actually making an experience that some perceive as awful–exercise–fun! Of course both of these brands had digital aspects in their plan such as online banners/video, blogs, etc. While digital will be a part of our communications plans, we still must build a meaningful relationship with the customer.