<p><em>Be prepared for the idea to evolve, as long as it leads to fulfilling the brand objective - it could transform the initial vision into something completely different from what you'd expected, says <strong>Sidhraj Shah</strong></em><br><br>A multitude of products and services are increasingly raising the decibel level around us while competing for the consumer's attention. In this noise, it doesn't take much for brands to lose their voice and slip away from the minds of the audience.<br><br>The challenge of keeping the audience engaged despite a high clutter media environment is what makes the job of marketers, both, difficult and interesting. Needless to say, it is imperative that we are lucid and crystal clear about what we do and how we do it.<br><br>In the modern age, brands are constantly experimenting with content creation, marketing integration and new technologies, to engage their audience. The digital revolution has ushered in a whole new paradigm - let's call it the next 4Ps - Portability, Personalization, Proximity and Presence.<br><br><strong>Portability</strong>: Consumers are moving fluidly between desktops, tablets and smartphones, but the nature of interaction with each of these devices varies. Thus, based on the brand objective, content needs to be tailored and optimised for each of these screens. The Prime Minister's speech at Hanover, through it's innovative use of augmented reality, is a fantastic example of how screens define the use of content.<br><br><strong>Personalization:</strong> Keeping the consumer engaged is an arduous task.<br>Messaging has always been crucial, but reducing attention spans demand the creation of customised consumer experiences. The better these experiences address a problem/opportunity, the greater the chances of the content being shared.<br><br><strong>Proximity</strong>: Location of the consumer indicates a higher probability of intent. Tapping into this opportunity, strategically, via localized and personalised content engages more consumers and enhances their experience. This, further, leads to opportunities for timely on spot conversions.<br> <br><strong>Presence:</strong> Phygital convergence, digital activation, etc. - these multiple words have similar connotations. The new marketing realm is characterised by its blurred lines between the online and offline - it is a meld of on-ground interaction with online magnification.<br><br>A rule of thumb formula for marketing and content creation is as follows - The 1:10:90 ratio i.e. 1% interact: 10% experience: 90% share.<br><br>My pocketbook of key learnings - </p><ul><li>The desire to use marketing technologies should not compromise the need to fulfil brand objective.</li><li>The tried and tested just isn't sticky enough.</li><li>Be prepared for the idea to evolve, as long as it leads to fulfilling the brand objective - it could transform the initial vision into something completely different from what you'd expected. The evolution is natural as more people are involved with the aim to improve the offering/solution.</li><li>Be always-on and constantly on the lookout for the new and relevant.</li></ul><p><br><em>The author is National Director - Brand Activation, MEC Access. GroupM</em></p>
