The term “digital transformation” is now as synonymous with a brand’s customer engagement strategy as digital is to marketing.
For something to truly earn the “transformation” label in today’s world though it needs to clearly drive real change to how a business either operates or communicates.
With everyone now interacting through a myriad of different devices and channels, brands are naturally looking for new ways to interact with their audiences and customers all the time, to ensure that they are not just adding value but improving the way they conduct themselves as a business.
It is not just brands that are jumping on the digital transformation bandwagon management consultancies and agencies are also looking at how they can use digital techniques in new and inventive ways.
Read more on Why is digital transformation now business transformation?…
When the co-founders of a multi-million pound business don a pantomime horse costume to promote their latest product, people are naturally going to take notice.
The low budget campaign unveiled earlier this month for its new craft stout Jet Black Heart, was designed to poke fun at Diageo’s lavish ad for Guinness, but it also emphasised the importance of the product, the end user and if you hadn’t already figured it out, the BrewDog brand itself.
Read more on Why BrewDog’s pantomime horse suggests digital is a better investment than big budget ad campaigns…
Audiences demand more from the media and advertising that surrounds and interrupts them.
Let’s simplify things. We are trying to sell people stuff. A hard sell, a knock on the door isn’t going to work, unless people have made a decision based on need and are ready to transact.
Read more on The space before the brand: fertile ground for marketing…