Forward to the Past?
Recently there’s been lots of discussion on whether or not (and often how much) brands should be active on digital and social media environments. The discussion of course is good, but there seems to be a tendency to more and more go for the safe and traditional route: TV. The key words in this last sentence being “more and more” .
Recently there’s been lots of discussion on whether or not (and often how much) brands should be active on digital and social media environments. The discussion of course is good, but there seems to be a tendency to more and more go for the safe and traditional route: TV. The key words in this last sentence being “more and more” .
Those words are actually pretty strange, because we know from research – and from our own personal experience – we’re watching television less and less in the dedicated way of bygone times.
TV back from the dead? (as per Everlast)
TV back from the dead? (as per Everlast)
We still watch TV – people who say TV is dead are dead wrong – it’s just different: we use all kinds of devices and medium types in parallel (and of course on demand is booming). To look things up we just saw on the box, to surf the net because we thought about stuff, to chat to friends. Plus outside multi screening while watching TV we’re online almost all day as well: to kill time (waiting for the underground for example), save time (using an app to get a better connection), to read Blendle or an e-book, for gaming and entertainment, emailing, work, chatting, etc.
Now the question is: if we know all this, how come we are still hearing and seeing leading brands going on TV more in stead of less? Of course going for what is well established is the logical answer. We think things we have done for a long time are more proven than newer developments. It doesn’t necessarily mean they are right. Ask Gailileo.
To thrive meaningful relationships need growth
To thrive meaningful relationships need growth
Brands often say they want meaningful relationships with their consumers, a way of thinking I support. But how can you have a meaningful relationship with your consumers if you only reach them in one directional media they are only using a limited period of time and during that time decreasingly dedicated? It’s like being that guy who still wants to keep going to the same bar with you and get thrashed while the other person actually moved on in his life and wants to have a proper dinner with you and talk. Yes you will spend time with him, but you’ll never get to really know him any longer, let alone engage with him/her.
I would like to call upon brands to keep developing their digital and social engagement activity. Both based on the numbers that show consumers are increasingly using these and confirmed by our own changing behavior. But most importantly: because it’s their moral responsibility towards their consumers and the brand itself. You have to move forward the relationship or separation at some point will inevitable.
I would like to call upon brands to keep developing their digital and social engagement activity. Both based on the numbers that show consumers are increasingly using these and confirmed by our own changing behavior. But most importantly: because it’s their moral responsibility towards their consumers and the brand itself. You have to move forward the relationship or separation at some point will inevitable.
willext 