Our philosophy
Digital communications have disrupted the once revolutionary idea that
'The medium is the message'.
THE MEDIUM IS NOW THE EXPERIENCE
We believe the Internet and other digital channels are clearly not simply new advertising mediums. They're about a new dimension of brand experience - involvement - which leads to a connection with a brand that hasn't been possible before. A more personal, one-to-one connective relationship between the consumer and the brand.
THE MEDIUM IS NOW THE BENEFIT
We believe the digital brand experience should result in an immediate and distinctive brand benefit, even add a whole new service dimension to the brand, as a result of the unique capabilities of digital mediums.
THE MEDIUM IS NOW THE ENTIRE PROCESS
The traditional sales and customer relationship building cycle is made up of broad phases.
Traditionally, each phase usually occurs in different places: Awareness/Interest/Desire in a magazine or TV ad; Research/Trial/Demonstration in direct mail or sampling; Purchase in a store and Service in a service/repair centre or through a customer service phone line. In an interactive, digital world, the entire sales and relationship process is often not linear, can occur in many different ways, on different devices, is far more personal, and includes new phases such as 'customisation' and 'enablement'.
Online, each stage of the cycle can cover more territory.
Traditional marketing is strongest in Awareness/Interest/Desire and weakens rapidly as the cycle progresses. This isn't surprising since most of traditional marketing takes place before the sale. It's the effort to get people "into the store".
The digital world is radically different. It can be the advertising medium. It can be the information/demonstration kiosk. It can be the response channel. It can be the learning centre. It can be the feedback channel. It can be the benefit. It can be the store. It can be the customer service centre. It can be the customer relationship manager. It can be the entire process. And all of it is the brand experience.
It's about creating interactive brand spaces in which an experience takes place and a connection is made leading to a monetary and/or information transaction in real time, collapsed time, the customer's time.
Experiential, interactive brand spaces are about the convergence of:
Programming (content) + Advertising + Transaction
These brand spaces are an integral part of creating a Digital Connection.
You may want to visit the 'Beyond Disruption' book site, and read more about the disruptive nature of the digital medium in the 'Disruption Online' chapter authored by Heather Albrecht.
Digital communications have disrupted the once revolutionary idea that
We believe the Internet and other digital channels are clearly not simply new advertising mediums. They're about a new dimension of brand experience - involvement - which leads to a connection with a brand that hasn't been possible before. A more personal, one-to-one connective relationship between the consumer and the brand.
THE MEDIUM IS NOW THE BENEFIT
We believe the digital brand experience should result in an immediate and distinctive brand benefit, even add a whole new service dimension to the brand, as a result of the unique capabilities of digital mediums.
THE MEDIUM IS NOW THE ENTIRE PROCESS
The traditional sales and customer relationship building cycle is made up of broad phases.
Traditionally, each phase usually occurs in different places: Awareness/Interest/Desire in a magazine or TV ad; Research/Trial/Demonstration in direct mail or sampling; Purchase in a store and Service in a service/repair centre or through a customer service phone line. In an interactive, digital world, the entire sales and relationship process is often not linear, can occur in many different ways, on different devices, is far more personal, and includes new phases such as 'customisation' and 'enablement'.
Online, each stage of the cycle can cover more territory.
Traditional marketing is strongest in Awareness/Interest/Desire and weakens rapidly as the cycle progresses. This isn't surprising since most of traditional marketing takes place before the sale. It's the effort to get people "into the store".
The digital world is radically different. It can be the advertising medium. It can be the information/demonstration kiosk. It can be the response channel. It can be the learning centre. It can be the feedback channel. It can be the benefit. It can be the store. It can be the customer service centre. It can be the customer relationship manager. It can be the entire process. And all of it is the brand experience.
It's about creating interactive brand spaces in which an experience takes place and a connection is made leading to a monetary and/or information transaction in real time, collapsed time, the customer's time.
Experiential, interactive brand spaces are about the convergence of:
Programming (content) + Advertising + Transaction
These brand spaces are an integral part of creating a Digital Connection.
You may want to visit the 'Beyond Disruption' book site, and read more about the disruptive nature of the digital medium in the 'Disruption Online' chapter authored by Heather Albrecht.
