With everything that’s going on these days, some say the system is broken. Others say it’s going through growing pains to evolve into something else. Whatever your perspective, it may be time to take another look at whatever your current system is. Looking at it from “outside” the system one can observe some very interesting characteristics “in” the system, especially with issues that can really stunt your company’s growth and adaptation to the media revolution that is taking place. When you operate “outside” the system the perspective is always on solving the problem without being hampered by the old adage, “we’ve always done it this way before.” Routine can be dangerous and even deadly if strictly followed. Whatever systems were in place before may not necessarily be the most masterful guides for the present, and valuable opportunities can be overlooked.
Today’s communication is all about “thinking globally and communicating locally”. National advertisers may need to use different, more localized channels for creating more personalized relationships with their customers. This means building a local network of national coverage. You have got to burrow through the blanket of national distribution in order to create the sense of intimacy.
In this day there should be no general sweeping dictates about how media is used. Each situation really warrants its own analysis. With the myriad of tools we have, coupled with endless options of distribution channels available, you won’t keep up if you don’t stay open to everything viable.
What’s viable? Anything works in new media that is informative, engaging, entertaining, respectfully speaks up to your customer or makes your brand look smart, charitable, honest, cool or just plain fun. In this brave new world of engagement, the brand becomes organic and that attracts a consumer’s attention. The more nimble you are, the better you hear and respond to what people REALLY want.
Look for those golden opportunities that set you apart from the crowd. Keep your ear to the ground and remember, everything is Fair Game
Joan Abraham, Digital Account Executive
looks great. Lisa Weber