The Changing Face of Agency and Integrated Communications
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Emma Wilkinson, MD
www.talismanmarketing.co.uk
This Time it's Personal
The last few years has seen tremendous change in the industry. Advertising has changed its focus and campaigns are diversifying to take on board all of the different mediums of communication in a way that has never been seen before.
Viral marketing is a perfect example. It has come up from the streets and is no longer the domain of clubs and indie music labels. Instead it has a brand new image thanks to the internet and has positioned itself firmly in the boardroom.
It is natural these days to propose a media schedule which includes viral marketing, text messaging, ambient and online media alongside the more traditional methods.
This diversification is down to a change in the way we reach people. These days the key is personalisation. The world is a crowded place, so for a message to make an impression it needs to connect on a personal level. We can now access huge amounts of information about peoples' likes and dislikes, their thoughts and feelings. All of this information is being used to tailor messages so that we are reaching people who are naturally receptive to what we are saying.
What the internet and mobile marketing has provided, is a channel of communications which is so personal that we can reach people as individuals not just as a group.
However, as communications become more personal it becomes equally vital to make sure that the people want to hear from you in the first place. A strong message delivered in an engaging way to the right people can elevate your brand very rapidly, but if you get it wrong the damage can be immense.
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