Life for marketers used to be simpler.
We had just a few TV channels, some radio stations, a handful of top
magazines and a newspaper or two in each market. Reaching consumers was
easy, if you were able craft a compelling message, you could move
product.
Ugh! Now we’ve got a whole slew of TV
channels, millions of web sites and hundreds of thousands of “Apps”
along with an alphabet soup of DMP’s, API’s and SDK’s. Marketing was
never easy, but technology has made it a whole lot tougher.
What used to be a matter of identifying
needs and communicating benefits now requires us to build immersive
experiences that engage consumers. That means we have to seamlessly
integrate a whole new range of skills and capabilities. It’s easy to
get lost among a sea of buzzwords and false gurus selling snake oil. Here are 4 principles to guide you:
