This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
The rise of the tablet computer, 3D TV and talk of holography and skinput are all
testaments to the expanding spectrum of consumer facing media. For marketers in
particular, this growth signifies a new way of working as interactive marketing has
become more than just ‘online engagement’. Yet, with so many more opportunities
emerging for brands to engage with the general public, there is a new challenge to
ensure consumers experience a consistent brand message wherever they are.
Playing with new toys
Marketers are more adventurous than ever when it comes to experimenting with
new channels to engage with consumers. You only have to take a quick look online
to see just how many brands have launched apps for the iPad in recent months.
The Financial Times is a great example and boasts its success with 400,000
downloads and 10% new digital subscriptions since its launch in May.
Such experimentation and expansion is crucial for consumer engagement given the
rate at which media consumption continues to fragment. With so many avenues now
accessible to consumers they get bored rapidly and move from one platform to another
at a terrifying speed. Even preferred access to established forums like Facebook
changes on an almost annual basis as consumers move from the website to the
iPhone to the iPad to interact with their ‘friends’.
Since there’s likely to be even greater fragmentation in the months ahead, brands
need to engage with more consumers than ever. This is hugely exciting but adopting
an ‘all over the place’ scenario is hugely challenging as not only do brands have to
be everywhere consumers are, they have to work harder to engage with them while
promoting the same overall message.
Keeping it in the family
It’s because of this that marketers need to avoid seeing ‘interactive marketing’ in the
narrow ‘online only’ sense and instead consider the ‘real-life’ application of technology
Nigel Vaz, managing director of SapientNitro, discusses the impact of new media channels on consumer interaction
In his role as Managing Director, Nigel is responsible for driving forward SapientNitro’s vision of delivering excellent customer experiences by working closely with SapientNitro’s clients and global teams. In addition, Nigel oversees SapientNitro’s media, telecommunications, travel, retail and utilities clients across Europe and is a member of Sapient’s global leadership team.
Since joining SapientNitro in 2000, Nigel has held a number of key management positions,
Nigel Vaz Managing Director SapientNitroincluding leading key engagements for SapientNitro’s clients across North America, Europe and India.
Prior to SapientNitro, Nigel was the co-founder and Managing Director of a public company with interests in telecoms consulting and connectivity solutions. He has also consulted to and worked with a number of companies including AT&T/Cingular, McKinsey and Company, Orange, Siemens, Telkom SA, Verizon Wireless and Vodafone.
For more information, please phone +44 (0) 207 786 4500, email [email protected] or visit www.sapientnitro.com