Brand and communication/content marketing and social media
Digitalisation affects the world of branding and communications in many ways. There is a much wider range of digital channels in comparison to traditional media. Target audiences are addressed more directly, and the choice of channel is more complex and takes more work. Reaching people at the right time, in the right place, with the right messages has always been a challenge, but success and failure can now be much more accurately measured. Some brands are still overwhelmed by this new kind of transparency. Shitstorms, whether or not they are justified, are just one notable example of this. This trend also has consequences for us as an agency, as the effect of almost every measure can be verified.
Brands need to respond to this dynamic world with more flexibility. The compulsive adherence to strict rules of branding – corporate identity, for example – ironically causes a loss of control, because it is then not the brands determining the speed of change, but the change determining the relevance of the brand. The interaction between brands and customers has now heavily shifted as a result of the high tempo of digital channels and the Internet of Things. Developments such as voice recognition technology and the rise in mobile and smart device users (beyond mobile phones and tablets) ramp up the process. Brands cannot put a stop to it, but they can help shape it.