BTL Point of view – Brands need to start telling a story that engages people in a relevant way
Marketing has traditionally been focused on who can shout the loudest and push the most messages out into the market. As consumers have become more savvy to the motivations of marketers they have started to edit messaging from brands that simply seek to ‘sell’ to them.
Brand dialogue involves creating two-way conversations between brands and people across multiple integrated channels. This represents a new approach to attracting and retaining loyal shoppers and consumers. A new approach that helps brands tell an engaging story that entices, entertains, enlightens and rewards people for their brand loyalty and advocacy, rather than just pushing messages at them.
We suggest checking these interesting reads on the topic:
“The time constraints you face with TV break down when it comes to the opportunity online,’ said Jonathan Mildenhall, Coke’s vice president of global advertising strategy and content excellence. ‘If engaging enough, then you can be looking at six or even 12 minutes with branded content…”
Coke puts long-form creative content at centre of strategy
By Rachel Barnes (marketingmagazine.co.uk)
“Nailing a tone that resonates with your audience is of paramount importance,” says Tom Fishman, manager of social media and community at MTV. The goal at MTV, he says, is to sound human and conversational and not be the voice of some corporate overlord…”
9 Digital marketing lessons from top social brands,
By Lauren Drell
Read full article at: http://mashable.com/2011/04/12/digital-marketing-lessons/