Welcome to some think pieces authored by me. Go ahead, munch on them. And on your way out, do pen a few words of feedback.
A new model for communications planning
How does one navigate marketing in this new world of engagement where the static ‘two-television-campaigns-a-year’ style of marketing has been replaced by dynamic and continuous marketing communications in a rapidly exploding connections environment?
Here is a beta model created by me (which is being currently tested on some projects)
This model has a lynchpin in the engagement platform: a media agnostic concept that is capable of multiple expressions dependent on the nature of the consumer, connections and intervention in question. In other words, the engagement platform is version 2.0 of the USP / single –minded brand idea.
Inputs into this engagement platform come from enquiries into the consumer, marketing, brand and (additionally) ideal connections.
The key output of the engagement platform is a truly multi-media contextual messaging program, each element of which is evaluated for ROI and then fine-tuned over each wave of implementation.
More on the workings of the model in a later post.
Hi Subu, Interesting model. Though my query/worry is how do we develop and manage a media agnostic and dynamic consumer engagement platform that can deliver brand essence/message and also achieve business ROI seamlessly. This can probably be still achievable in mature consumer markets with lesser diversity but not India - with the diversity and mystery that the Indian consumer markets display.
Bearing Ms.Krishnan in mind, " contextual communication program " takes on a new meaning. What is the implication of this on the long held belief of " a single message " adapted for 360 communications?
Hi Subu,
ReplyDeleteInteresting model. Though my query/worry is how do we develop and manage a media agnostic and dynamic consumer engagement platform that can deliver brand essence/message and also achieve business ROI seamlessly. This can probably be still achievable in mature consumer markets with lesser diversity but not India - with the diversity and mystery that the Indian consumer markets display.
Hi Subbu
ReplyDeleteBearing Ms.Krishnan in mind, " contextual communication program " takes on a new meaning. What is the implication of this on the long held belief of " a single message " adapted for 360 communications?