Digital World only variables, no constants

Today's digital frenzy has led many people to claim that advertising is "dead" or "dead". But will they be mistaken?

Lured by big, gorgeous data, the brand has shifted its focus from advertising to digital marketing to avoid being labeled "conservative" or even worse "obsolete". The result is often counterproductive: lack of clear branding and creative execution, and the latest video, social media content and applications are hard to motivate buying or brand loyalty.

Indeed, tradition has been overturned, the digital world only variable, no constant. CEOs are looking for opportunities to redeem themselves and indulge in the promise of new ways to maximise return on investment. The typical Business Insider (Business Insider) headline: "Big data can help marketers generate 200 billion of dollars in income." "Popular words abound: CRM (Customer Relationship Management), Cookies, digital ecosystems, experience optimization, and platform, etc." The advertising industry is experiencing unprecedented turbulence.

Digital redemption?

Digital technology offers countless ways to attract consumers. Brand promotion can be transformed into a brand "newspaper", using social networks to push the "news" to consumers all day. Brand Application--from tablespoon.com,general Mills ' online recipe portal, to allergy Cast,johnson&johnson ' s pollen index counter-- Translate passively accepted propositions into practical services.

But one thing is certain. Whether we sell cola or computers, the opportunities associated with the various digital channels coexist with chaos. Unless marketers master the timeless principles of brand building, they will accomplish nothing. In the complex digital world, the ultimate discipline of marketing is still established: consistency first. If there is a lack of long-term philosophy behind it, the latest data mining technology or augmented reality applications will be useless in the background environment.

Yes, the digital field presents greater challenges. But it's too easy to ignore consumers themselves-to push their desires and brands to play their part in their lives. Keep in mind that consumers are only attracted to brands that have a clear and relevant claim. Back in 1917, J.walter Thompson, who created a company with the same name, made an immortal remark: "There is always something in your product or business." Distinctive ' places, such as the idea of a wonderful story, is so important and compelling that you can make your product stand out from your competitors and be viewed by your target customers as absolutely unique. "In 2014, JWT ushered in the 150 anniversary celebration.

HYPERLINK "Forever Online" digital lifestyle brings a kaleidoscope of new choices and pressures that make some people disoriented. Advertising and marketing professionals are stuck in the lure of technology in an effort to avoid being seen as conservative or outdated. We have deployed the latest digital innovations without fully considering the basics of branding strategy and information consistency. Ultimately, consumers become more confused and less loyal.

In this confusion, the rules are especially reassuring. Marketing practices may be evolving, but the basic elements of brand building are the same today and 50 years ago. Today, a strong brand can get a premium, and a good brand idea can generate profits.

New opportunities have been unleashed by technology and widespread consumer empowerment, and there is a tension between these opportunities and traditional brand-building initiatives, and only brand ideas can solve the problem. Traditional brand building is top-down, articulated by manufacturers, and driven by information transparency and a deep understanding of consumer motives. The new opportunities offered by technology are bottom-up, coming from and serving the target group.

The nature of the new participatory approach

There is no doubt that digital technology affects life and branding. From video games to social networks that provide a new platform for self-expression, to a Uber taxi app that uses buttons to connect passengers with drivers, the digital world has achieved a life-style opportunity and a huge explosion of consumer empowerment. The audience needs a voice. They want to join in the fun-and participate in other entertainment options with the advertising brand. Consumers want to be rewarded for their loyalty. They don't want to be taught in a condescending way.

This is the nature of the new participatory approach-consumers want more than just messy and short-lived revelry. Now, participation is not like engagement, more like marriage: a long and rich dialogue between consumers and manufacturers, with tangible benefits for both. Participation needs to be equally effective and structured. Marketers must strive to achieve the goal of allowing consumers to participate in branding and empowering marketers to manage information.

Brand concept: from Chaos to order

Although the outstanding brand idea is intangible, it can integrate the information of Cross-media, region and culture. It remains the key to consumer loyalty, efficient media delivery and overall operations.

In an extensive brand development, the brand concept to ensure the consistency across time and across the media. Nike always adheres to the "ethically do it" spirit, everywhere. Axe deodorant promises "irresistible attraction" to people seeking a wonderful date, everywhere.

Brand concept is more than a positioning statement. It defined the long-term relationship between the consumer and the brand and remained consistent over time. It is essentially interactive and supports the involvement of both digital and analog media. The unique brand idea originates from the product truth, namely the product differentiation characteristic, but the brand truth has accumulated the long-term assets through the unanimous propaganda. For example, the Dove soap contains 1/4 moisturizing creams--This is the product truth; The long-standing connection between Johnson and soft features--is the brand truth.

From passive contact to active participation

Creative implementation must be the expression of the brand concept, and must all be the embodiment of the brand soul.

The modern business environment competition is extremely intense, the development is changing rapidly, therefore, the marketing content must be very interesting. Creative execution must be persuasive and information must be crafted, but our current focus is on the success of deep involvement in communication.

The longer people use, play, and spread ideas, the deeper their involvement in the brand. For example, the "sexy Alert" of axe deodorant in Japan is a daily reminder call. Every day by different pretty girls on smartphones, ringtones remind young people to use axe to maximize their "sexy scoring potential."

The concept of participation must be clear so as to become a more objective and large medium than the individual propaganda channels. The idea should be unified, covering everything from TV to mobile phones, social media platforms, apps, video games, and even store shelves.

There is no fundamental change in the foundation of brand building, but the essence of participation is fundamentally different. The strategy and implementation that follow the basic standards of brand building are still our guide. As a brand pioneer, we must boldly explore the new digital ocean in the shallows. However, we must not be stranded because of anxiety and hesitation. Timeless ideas can also glow with new brilliance.