Much has already been said and written about managing brands: creating awareness and loyalty, refreshing them, launching brand extensions successfully and increasing revenues from a brand’s franchise year after year. Companies like P&G and Unilever honed this to a fine art and became sought after employers by eager MBAs raring to manage brands.
This was when the television commercial and its production was the high point of months of research, mapping, positioning and creative options. Print and outdoor media supported the core TV effort, while promotions drove increase in sales through value offers to encourage brand switch and sampling by new users. It was always about using mass media to build brand image, and influence the audience to buy a brand based on promised benefits and lifestyle cues.
The disruption of the Internet
With the advent of the Internet and digital content, many things changed fundamentally. The Internet was mass media, but in a very different way: instead of being a ‘one-to-many’ communication (broadcast) that was information push, the Internet offered the chance of engaging (conversations) with many in an interactive manner. For it is a ‘many-to-many’ medium, with users generating content as they engage with each other.
The nature of the medium itself changed how brands reach out to audiences:
- From brand message to rewarding the viewer
Digital marketing is, in a sense, permission marketing. How would you like it if a brand manager came in and put up a poster on your living room wall? Yet, when we advertise on Facebook, that is what we are doing in a sense! Their ‘walls’ belong to the users, not Facebook, not you. So if you’re going to be there, then you better reward them in some way: with a great story, with humour, with new information, with emotion or a new idea – commonly known as content marketing. It not only has to be worth their while to view, it must earn that place on their wall. And if it does, they will, in turn, share it on their friends’ walls like it was their own.
One example is this video by the BBC on Vincent Van Gogh’s birthday.
- From awareness to the audience owning the message
It is no longer about just pushing out information on a brand or product and building its image based on benefits and lifestyle cues. It’s about engaging with audiences and starting conversations.
In the nineties, as the Internet spread and broadband began to proliferate, BMW was doing a big push into the US market which was then dominated by Mercedes. But BMW did not have the financial strength and budgets that Mercedes had on conventional media. The spread of broadband was an opportunity that BMW capitalized on with the famous BMW films. Only, instead of commercials on mass media, they produced short films by well-known directors starring Clive Owen and other stars based on the storyline. Central to each film and a star in its own right was, of course, a BMW: BMW Star and BMW Ticker.
In all, some ten films were produced over a three-year period and went viral quickly. The viewers it was aimed at, a younger, highly successful, independent thinking audience as compared to the older Benz traditionalists, owned the films and shared them widely with their peers. The result was electric, with BMW’s sales in the US surging without having to spend on mass media.
- From mass messaging to personal engagement
In the days of conventional marketing, it was all about the message. Consumer research threw up problem statements and provided insights, based on which, brands were tweaked. Then came the all important messaging based on the problem that was being addressed. At all times, the communication was from the brand to its audience; one to many; a one way communication. Creativity played an important role as audiences were being bombarded with thousands of messages a day, from when they awoke to when they went to sleep. The power of an idea is what got the brand past the filter of the mind through relevance and originality-enough to get their attention. Still, it was one more message that they absorbed, with the outcome still in doubt!
With the Internet, everything changed. Ideas are still important, as is creativity, to reward the audience for viewing the message and provoking them to engage with the brand. This starts a conversation, and the beginning of building a relationship with the audience that relates to the brand based on the idea. The idea must reward the reader or viewer in some way: either through humour, or by giving them information of value they were unaware of, or by simply capturing their imagination in a sociable way.
Large media houses do not own the Internet, its users do. They not only ‘own’ it, they initiate its use according to their convenience. Their use of the Internet, depending on time of day and context, can be to consume the news, network with friends, send emails, work or entertain themselves. A single medium serves to satisfy all their needs depending on time or context. A good marketer knows what kind of message to reach to them, when and in what context, always keeping in mind that the message must earn its place on their walls with relevance and reward them. Done well, it will gain their ‘ownership’, so they share it with their friends.