The On-Demand Brand: 10 Rules for Digital Marketing Success by Rick Mathieson

By Rick Mathieson

Name it the electronic iteration. The iPhone-toting, Facebookhopping, Twitter-tapping, I-want-what-I-want, how-I-wantit new release. by way of no matter what identify, dealers are getting to know that connecting with brand new elusive, ad-resistant shopper capacity asserting see you later to 'new media', and hi 'now media'. that includes particular insights and proposal from brand new most sensible dealers in addition to classes from many of the world's such a lot winning electronic advertising projects, this eye-opening ebook unearths how readers can convey the type of blockbuster stories that twenty first century shoppers call for. Spanning social networking, augmented fact, advergames, digital worlds, electronic open air cellular advertising, and extra, this ebook provides an within examine electronic concepts being deployed by way of manufacturers like Coca-Cola, Burger King, BMW, awl Deodorant, NBC common, Doritos, and so on. Revealing ten crucial secrets and techniques for capitalizing at the correct mix of electronic channels and reviews for any model, this e-book finds tips to call for realization! earlier than the viewers hits the snooze button.

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General Electric, on the other hand, uses “augmented reality” to show off its new “smart grid” technologies as part of its ongoing “ecoimagination” campaign. Web surfers can print out a symbol that, when held up to their webcams, creates a 3-D hologram, floating before their very eyes, that demonstrates how green technologies such as DON’T REPURPOSE, REIMAGINE ● 39 FIGURE 2–3. Augmented reality: GE uses 3-D digital holograms to demonstrate its “smart grid” green technologies. wind turbines and solar energy systems can make life more cost- and energy-efficient (see Figure 2–3).

But if you look at it today, it’s significantly changed. TV still dominates our spend, but we’ve dramatically diversified our communication mix, where print still is important, television’s still important, but the whole digital space is growing significantly and more than doubles every year in terms of the total dollars that we’re investing. LAURA KLAUBERG ● 23 RM: What have you learned so far as you have started to invest more heavily in digital? LK: The first lesson—and this lesson I think pertains to any medium—is to stress the brand idea.

Simply “going digital” means very little. To truly capitalize on the power of on-demand experience requires what she calls a “big brand idea” driven by consumer insight. Rick Mathieson: Unilever is one of the world’s largest and most important advertisers—especially in television. How is that starting to change? Laura Klauberg: Historically if you looked at the way we spent our communication dollars, even as recently as five years ago, you would see a pretty traditional-looking mix, which was largely television driven.

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