Perfectly poised for Live Media
at 1:01 pm
As budgets are becoming increasingly tough to secure the trend of clients re-evaluating their marketing activity to identify which elements are making a genuine contribution to their business – and, if live media sends out the right messages, we should get a bigger share of marketing budgets.
As media continues to fragment and marketers have to fight increasingly hard to get people’s attention, live media provides a unique opportunity to inspire consumers. While TV is big, remote and glossy, experiential is ‘real’ and personal.
At a time when consumers are questioning everything from financial services to pharmaceuticals, experiential can rebuild their trust by becoming the real, accountable face of brands. This gives experiential agencies a unique opportunity to demonstrate a new level of maturity with more inventive and original thinking – but it also challenges them to provide clients with a genuine, measurable return on investment.
Budgets need to maximized more than ever before and agencies will have to be prepared to be more accountable, more prepared to offer clients increased levels of integration, particularly with digital.
This broader integration will become increasingly important as will the need to wring every ounce of value from the activity we develop. From generating content that can be used via social media, collecting insight and data on consumers we are engaging with that can be used to target them more effectively and retain them as loyal brand advocate.
Clients are beginning to realize that well-targeted and cleverly-executed experiential activity delivers quality engagement with the consumer – but that that alone is not enough. To maximise our chances of turning consumers into advocates, we need to use the information that we glean from our activity to retain those consumers and to communicate with them on an ongoing basis.
We need to continue to work hard to ensure that live media reaches new levels of maturity but is perfectly poised to forge relevant, powerful connections between consumers and brands.
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