With all the fast paced technology changes in our industry, we often find ourselves lost in the complex tactics to capture our current and potential consumers with excitement and curiosity but do we take the time to dig deep in the underlying emotion we are trying to convey? Is your newest campaign feeding what people are culturally looking for?
Kevin Roberts, the CEO of Saatchi & Saatchi, wrote an interesting blog post summing up the shift in our culture to one of collaboration and participation. We can see this with the growing popularity of certain social platforms and services such as Groupon which brings discounts through people buying in together and receiving discounts as well as Foursquare and Yelp which offer deals and tips to users near participating businesses.
Our society has shifted its perception to community, the motion of “alone I am nothing but together, we can make an impact.” This same mindset is applied as people consider the impact their habits have on the environment and the maintenance of their lifestyle with the economic downturn which can only be rectified as a group/community working together.
Though people still spend most of their disposable income offline- in local stores, companies like Groupon, Gilt, and other group buying companies are changing the way money flows. People buy online and redeem offline (See David Marcus’ blog on the Future of Commerce).
Much of this cultural shift has been brought through fast improvements in technology such as smart phones which have made us more connected and more aware of our impact to society and the planet. This same technology is also what blinds many marketers when creating campaigns. Caught in the waves of the short term glitzy trends like iPad apps, 3D creative, etc, we can often miss the larger current.
So, are you getting lost in the newest short term glitzy tactic or are you looking at the deeper long-term underlying trend? Does your campaign have elements of community building from a social, environmental and or economical point of view? Otherwise, how can you change it so people feel they are giving back while receiving value?