Merging physical and digital worlds

As more of the world’s population moves online thinking and acting digitally becomes ever more important. Facebook will soon hit 600,000,000 users and the days of thinking social networks ‘are just for kids’ are over. Look at the chart below (UK Facebook demographic) as proof.

facebook_UK

 

What does this mean for you as a business? If ‘digital’ is becoming an integral part of what customers interact with then you need to get your digital hat on.

As the perception of audiences of the two worlds of physical and digital becomes merged we need to change how we communicate with them to reflect it. Your language needs to become more of a friendly whisper than an aggressive shout. You need to mix the offline with the online.

We always bang on about the concept of social media being nothing new and how it is really just referral marketing en masse but the quote below sums it up really well:

“It’s kind of the oldest form of marketing – word of mouth, with the newest form of technology.” – Jim Stengal, Marketing Chief Procter and Gamble.

It’s said that by 2012 every advertising campaign will have to have Facebook presence. That’s serious but if you want to stand out you have to do something unique. It’s not enough just to have a presence. You need to think about constant interaction. Campaigns and marketing bursts need to have long term engagement. Once the dialogue is open you need to maintain it.

Going forward I think we will see more focus on user journeys and narratives and how each piece or episodes of a larger campaign takes the user through a storyline being told by the brand. Look at the Stella Artois campaign on Jacques D’Azur as a prime example of how to build intrigue and excitement and captivate the consumer over a long period of time. Brand engagement is not a sprint, it’s a marathon.

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Jaime Steele

Jaime specialises in brand strategy, creative concepts, naming strategies, digital media marketing and technical project management. He has a strong background in delivering and managing social media and digital marketing campaigns for both small start-ups and blue chip companies.

He has also worked with many top professional athletes, advising on personal branding, sponsorship and social media.