Technology has fundamentally changed how brands and their audiences communicate, not just online but across all channels. Consequently interactive thinking needs to be at the heart of all marketing strategy and interactive channels at the heart of all marketing delivery.
Monday, July 02, 2007
Experience Planning: Advertising's Newest Discipline
A simple chart from RGA that makes sense. The movement from Campaigns to Experiences and the associated disciplines required to deliver. One thing that everyone seems to miss is the need to influence staff, process and systems. Digital does complete this loop to a certain extent and agencies are comfortable operating in this space. Offline however agency only scrape the surface of these areas, if at all.
The more we are required to deliver a total experience across all touchpoints the more agencies will have to offer change management and process designer to ensure that the customer experience matches the promises made in communication.
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Thanks for that. Very useful
I like the thought in your last paragraph. It really calls for agencies to offer more indepth consulting, reaching further into the clients organisation!
Some have already mentioned it jokingly: we'll need the chief experience officer, who bridges the silos of marketing, sales, logistics, finance, etc.
May be it is conveniently so, that the akronym is CEO. Because the importance of this person to the company will be similar.
this is where the traditional and the new age communication worlds co-exist
Yeah actually it's pretty similar to business administration and stuff like that, but it's not so easy as you say.
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