"Ideas that spread, win"
Brand Communications were...
- Brand Position (Controlled)
- One to Many
- Specific Medium Integrated
- It was about SOV (Share Of Voice)
- Campaigns Pre-Launch, Post Launch
How the above scenario has changed?
- Brand Position is more 'real' it is a dialogue.
- Spreads from one touch point to another and can start anyplace
- Integrated is free flowing
- It is about Quality of Voice
- Regular Engagement
Communication is always planned, now you've to be more dynamic, you've to have a Plan A, Plan B, Plan C and Plan D. Every aspect of it has to be kept in mind whilst planning too, for Devil is truly in the details.
A marketeer has to continuously engage his customer, mediums are complimenting each other. Content is changing thanks to the social media.
How TV advertising works according to Seth Godin is:
You buy ads (ad space on TV) -> Get more distribution -> Sell more products and this happens cyclically.
This is on the wane more so in the US than in India but the trend will be seen here, sooner or later. Communication earlier was more about reach. now it is about Quality. It is also impossible to reach out to everybody, simply because we have way too many choices and way too less of time thus customised messages, sell.
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