The days of adding technology and digital on to the end of a Marketing or advertising campaign are, thankfully, numbered. Strategists and planners are thinking about the vast array of possibilities with mobile technology as a key component from the moment they receive the brief, enabling the creative team to execute innovative campaigns.
Technology First, Mobile double first
In days gone by, Planners, Strategists or Media Planners, I should say, have been key to encouraging, persuading or manipulating an audience to take some sort of action whilst also ensuring that marketing performance and business objectives were met. They achieved this through the strategic positioning of artwork and media placed throughout the various channels available to them.
The worlds of branding, as well as media placement have moved relatively slowly over the years. It has taken over two hundred years to evolve advertising from shipping crates (circa 1800’s), to the creation of visual brands and logos (circa 1928), where its rumored that Sandeman Port brewery company, hired an artist to create a visual identity.
Advertising has moved comparatively quickly over the last fifty years, developing into the global industry we all know and love, across OOH, print, radio and television broadcast. Across these traditional channels it has always been crucial to be inventive, innovative and competitive in order to be noticed.
Circa 1998 digital was introduced into the marketing mix and consequently took off. Although digital has been a huge part of the marketing strategy, it has usually been an afterthought to the overarching advertising campaign. At this point the desktop was the tool of choice for digital, and we often heard “Let’s build a website to support the campaign”. In 2007 smartphones were introduced and the desktop become the mobile. The digital afterthought then moved onto “Let’s build an app”. Next up will no doubt be the smart watch.
I guess the point is that mobile technology is continuing to evolve rapidly. It is changing the way people think and act and it is transforming consumer behavior as well as business. It is evolving so rapidly that even advertising agencies, direct agencies and digital agencies, as well as brands are finding it increasingly hard to keep up. Everybody knows how fast technology is moving, but it is moving faster now than at any time in history and we have an increasingly long list of platforms to think about. From Facebook, Twitter, Instagram and Vine to Augmented Reality, proximity, iBeacons, RFID, Touch Screen and multiple new sensors on multiple new devices, which now includes, the Smart Watch, as the most recent addition to the “must have list” for consumers.
The marketing industry needs to embrace technology fast so that the vast amount of marketing possibilities can be made available to brands. The need for planners to be mobile tech savvy or for mobile tech strategists to move into traditional planning is becoming blurred but ultimately, imperative. Planners need to understand mobile technology in order to plan effective campaigns. Perhaps, like artists have become digital designers, planners will move from a business background to a more technical pedigree?
The next generation of mobile marketing must use technology to enable marketers to manipulate and utilise new touch points not only to engage with consumers but also to emotionally connect with them. We must look to create two-way conversations to interact with consumers on a personal level. A brand’s marketing strategy must focus on building long term loyalty, by becoming an extension of our day-to-day lives.
And, how to do this? People say, become mobile first. I say think technology first, mobile double first.
The days of adding digital or technology at the end of a marketing plan are rapidly disappearing. Technology, especially mobile technology needs to be integrated from start to finish. It’s needed to stimulate the creative juices, as part of the strategic thinking to maximize the effectiveness of engagement. More importantly, technology enables us to report back on data in an intelligent way. The best-in-class work always features creative thinking mixed with technology innovation from the start
Co-Founder and Managing Director