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As an experiential discipline, there was never a more interesting time to be a marketer, especially a technology marketer.
The surfeit of content coupled with decreasing attention span and the evolving role of digital as a medium and marketplace are trends which are challenging traditional marketing thinking, and keeping us on our toes constantly.
The frenetic pace of new product launches and their obsolescence and, therefore, increasingly shortened product life cycles are a challenge.
While there is a desire to succeed and succeed fast, failing faster is even more important.
Evolving consumer expectations and changing technologies ensure that you are going to fail in at least 25 per cent of your endeavours.
The key to keep increasing your success rate is to judge and learn ‘live’ how your campaign/initiative is faring and make changes to the ongoing as well as successive campaigns.
Efficacy battleIt pays to develop your independent point of view on digital as a medium.
Given its unique two-way communication ability, the role of digital and the degree to which you want to broadcast vs receive and co-build varies from brand to brand and, often, from campaign to campaign.
We need to oversee brand-generated content ranging from product videos/TVCs at one end to audience-co-built digital assets or receive user-generated reviews at the other end, and in that sense our brand’s unique identity often relies on our ability as a publisher/editor!
In a similar vein, it is imperative to have a clear view of social media’s role for our brand and our performance. Lenovo has tied up with socialbakers.com to formulate a simple index to judge efficacy.
It relies on audience participation, acquisition, retention and content sharing to arrive at a composite score which can be benchmarked for performance.
Finally, at a time when we are challenged to show efficacy and efficiency, digital increasingly gives us marketers teeth to fight the perpetual efficacy battle with fact.
Campaign performance can be judged early by evaluating a composite measure of audience engagement (YouTube, Facebook views and comments as well as Google search trends) and also by purchase interest (brand site and e-commerce site information).
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