This morning Lach Hall, a communications strategist from Naked Communications, came and spoke in my e-marketing seminar. It was so refreshing to hear the career path of an ex-marketing student who had to work hard to get to the position he's in today. What I found most interesting however was his focus on how digital communications in now so ingrained in society. Marketing is going to revolve around electronic media whether we like it or not.
The concept that digital marketing is inevitable is a basic one. Even if a company were to avoid online channels completely, the likelihood that consumers will take it upon themselves to talk about a campaign with friends online or perhaps upload a picture or video of an advertisement on the Internet is high.
At Naked Communications they appear to utilize online media by working by the philosophy that great ideas will spread themselves around the world wide web. We are inundated daily with marketing efforts and with the development of the internet, marketers are finding it more and more difficult to 'buy' consumer's attention through traditional means. Today, all integrated marketing campaigns will incorporate a digital aspect (whether they like it or not).
If brands are lucky, their advertisements will go viral through the help of everyday consumers. Lach commented on the fact that people should be viewed as partners when creating marketing ideas. Marketing is no longer a one-way event and customer generated content can be just as valuable to a business as their own communication attempts.
It was fantastic to hear that companies are now expecting digital communication to be an element of their integrated marketing strategies.
No comments:
Post a Comment