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From March 2008
Brands must be authentic
Deverell and Gallagher are proponents of
experimentation and a willingness to connect
with consumers in new ways. “The most remarkable
way this whole field has changed is the way it
has opened up that dialog,” Gallagher says, “and
encouraged people to think about how to talk to
consumers and let go of the idea that you can
completely control how consumers perceive the
brand. This means |
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marketers need to make sure their brands are
authentic, because they will have to engage with
their consumers on a very personal level.” |
Those who spend their days programming websites
will have to engage with others in the company
network, as well. “We’ve been making the shift
as a marketing organization,” Gallagher says.
“We’re making sure we’re not developing print
campaigns in a silo, separate from online. With
print, outdoor, in-store, websites, e-mail,
mobile, traditional online media and gadgets,
we’re making sure that we create truly
integrated campaigns, online and off.”
And the result is one that couldn’t have been
imagined just a handful of years ago.
“The expectation is that we are going to deliver
exactly what our customers are looking for, that
our products will be easy to find and our videos
will be fun to watch,” Gallagher says. “But
every month, the bar rises higher and higher.
And there’s an expectation that we will not only
keep up, but that we will push it.”
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