Convergence in an advertising 2.0 context.

 

 

 

 

 

 

 

We create as many contact points with the consumer nowadays because we want to sell stuff. Contact points have one objective: lead the consumer into a buy while using the different channels in a smart way.

Channels are convergenced when they offer the next keywords to the consumer:

• Relevance
• Context/Situation
• Creativity
• Dialogue
• Affinity

It is important to take context into account. Context can be defined as time and place. It’s not because you are using much channels that these channels are properly used. In advertising, most concepts are translated linear to the different channels while it should be done vertically per context. What you should do is maximize the advantage of each channel independently using the typical characteristics of this channel. We all know that ATL is about impact and visibility (awareness) while Mobile is at the opposite side of the marketing landscape because is personal, contextual and offers interactivity to the individual.

There are 4 kinds of convergence:

• Convergence in time (personal, work & family time amalgamates – there is no clear difference anymore)
• Convergence in place (ubiquitous connectivity – we are connected everywhere)
• Social convergence (we are social beings and always available)
• Commercial convergence (client relations and commercial transactions are part of our lives)

In the WebNu, we don’t push communication but try to start a conversation. We communicate whenever it’s opportune for the individual. The consumer needs to have the feeling that he’s in control and he chooses whether he wants to interact or not.
As the mobile phone is the ultimate medium because we are naturally addicted to this medium, context is becoming more and more relevant in advertising. Context defines your content.

It is vital to understand that brand communications should be coherent. The different channels reinforce each other. The content should be adapted to each specific channel. It is crucial! This seems logical and easy but in fact, in a convergence world, it isn’t. The boundaries of channel, media and content are insecure. How would you describe someone who is watching TV via the internet on this cell phone?
The only way success can be achieved is when the brand works efficient and organized and proper objectives are set.

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Advertising 2.0

I read an article today in a paper where the tasks of a marketeer are explained. These were the five tasks:

• Lead generation
• Increase client loyalty
• Client happiness
• Marketing accountability
• Product & services innovation

Perhaps I am a bit ambitious but there is a solution to it. Here are some steps that respond to the tasks of a marketeer.

 

In the WebNu, you always have to take 5 steps:

1. Establish your brand (be findable)
2. Demonstrate your brand (be exiting)
3. Challenge with your brand (create connections)
4. Offer relevance to the customer (turn connections into relationships)
5. Offer products & services in a relevant context (sales)

You can not expect from a customer that he stays his lifetime exclusively with your brand but your brand can have the best offer (product or service) at a certain time. If you are not connected to this customer and you don’t have a meaningful relationship with him, you can’t make that offer. Marketing’s responsibility is larger than just advertising. It should be lifecycle information management of your customer base. This insight, well used, creates opportunities for business innovation and transformation.

 

While saying this in the WebNu, a company needs to prepare itself and make the shift using enterprise 2.0 tools and an advertising 2.0 spirit to gain a competitive advantage. Integration of your business is crucial and should be built from a customer obsessed perspective; the empowered customer.