Marketing is storytelling
Holistic planning in marketing means above all not doing everything everywhere at once. For that everything needs to be well planned and defined, the entire brand ecosystem kept in view. This includes all communicative equivalents and the resulting distribution of campaign messages. Distributed across the channels, the messages come together to form an overall picture – and that says everything about the brand. Every communication action is a fingerprint of the entire brand organism.
I was human before the Internet
Everything is organic
In such metaphoric imagery marketing means organically building on different channels and techniques. As in a biotope, messages are transmitted like nutrients in a chain of different processes. And this is done in such a way that all messages can be decoded and reassembled without overwhelming the recipient’s mind.
Which brings us to information overflow. Ever since the digital revolution we have been experiencing an audiovisual Tsunami. The abundance of images and the sheer volume are increasing exponentially. The influence of AI on humans and the senses is another immensely powerful catalyst. There is no question that AI is a fantastic tool – if it is operated (or coded) by humans. Total automation in communication has always been and still is nonsense.
First of all, not everything that is promoted without social media or PGM digital ads is necessarily bad. People still watch television, albeit less than before. They still walk the streets with their eyes open, even if a steadily growing number of zombies are remote-controlled by their phones. This naturally opens up opportunities. But these opportunities need to be orchestrated in an organic master plan. Even hardcore mobile surfers with limited attention span eventually get completely overwhelmed. The mix and quantity are still crucial. After all, you don’t just throw everything into a pot and stir it while you’re cooking. At least not after the decade in the student-flat.
A strong TV or video campaign attracts attention. Without it, no digital display advertising can be successful – no matter what the media buyer tells you. Identification is created through positive and trustworthy affirmations. Video and display are good visual memory aids and, in age of mobile, the decisive channels.
Nevertheless, trust remains the strongest advertising effect. Not only through customer identification with a brand, but also and above all the purchase recommendation behind it. In higher budget spheres these usually are super-expensive brand ambassadors. In small and medium-sized businesses, these are communities and networks. And here it is even more important to use clear language and images for potential customers to interact and pass on the messages to friends or the entire network.
In times of dwindling attention spans, politically abused social media, fake news and fake media, this is an extremely difficult undertaking. That is precisely why it is immensely important to always have a good and, above all, genuine story to tell.
You should therefore pay attention to opinion polls, good ideas and strategic aspects of design in your marketing planning: in text, images and messages. The better, more human and higher quality your strategy and creation, the higher the level of attention and engagement. That is the core of every good production.
A strong TV or video campaign creates attention. Without this, no digital display advertising can be successful – no matter what your media buyer tells you. Identification is created through positive and trustworthy affirmations. Video and display are good visual mnemonic devices and, especially in mobile times, the communication medium. Nevertheless, the strongest advertising effect is still trust. Not only for identification of the customer with the brand, but also and above all for the purchase-decision that still lies behind it. In higher budget spheres, these are usually super-expensive brand ambassadors. In the small and medium-sized sector, tit’s communities and networks. And here it is all the more important to convey clear language and images so that potential customers can interact and pass on the messages to friends or the entire network.
In times of dwindling concentration and attention spans, politically reversed social media, fake news and fake media, this is an incredibly difficult undertaking. And precisely why it is so immensely important to always have a good – real – story at hand.
Especially during the early stage of marketing planning you should therefore pay a lot of attention to opinions, good ideas and strategic aspects of design – in text, image and message. The better, more human and high-quality the strategy and creation, the greater the attention and appeal. This is the core of every good production.
MARKETING FAQ
Campaign Management
Questions and answers on implementing good marketing and communication campaigns.
