As technology continually changes the consumer communication landscape, mechanism to communicate with customers, and allow customers to engage in conversations about your brand continue to evolve. Many brands use emerging media and technology to accelerate marketing efficiencies and create relevant consumer conversations as well as deliver value for our customers in a meaningful and innovative way.
However, how to provide our customer with a unique brand experience through many different media channels is an ultimate goal that every brand pursuing.
Digital and interactive are not one channel, but rather a collection of platforms and experiences that appeal not only to different people, but also to different states of mind. Not only do you have to ask who your audience is, but also what your customers are looking for when you connect with them. As a marketer, we really need to think about when and where people need the info that you have to offer. We need to help them discover things. We need to figure out what’s meaningful and relevant and then can really create value.
The new Burberry London flagship store was unveiled on Regent Street, and the building is older than the Burberry brand itself. The brand created an environment that replicates the same experience as online, in a physical environment. Burberry is taking the multichannel retail experience to a new level. There’s a digital screen in the store that tells the history and heritage of the clothes. Consumers can use iPads in-store to make a custom-made trench coat. In addition, the Burberry fashion show in Taipei this year was a breakthrough experience. It designed a custom cylindrical space that brought to life the Burberry worlds of British Heritage, Fashion, Music and Weather to celebrate the opening of the Burberry Taiwan flagship store at Taipei 101. Combining an eight part 360 degree film, a live musical performance and digital weather experience. This multi sensory experience is the first to blur the physical and digital dimensions of the brand.
Another great example is Getty Images ad, “From Love To Bingo In 873 Images”, flashes 15 images per second, a pace fast enough to create the sensation of the story of a long marriage unfolding in a minute. Yes it’s an ad made of pictures, but it feels more like a film. This ad contents a lot of emotional engagement, which boosts our memories.
Digital marketing brings In-store shopping, TV commercials, and even fashion shows into a higher level of experience. Every brand and company now has a whole new opportunity to tell a story and deliver brand value to consumers in an innovative way through multi-media channels.
Y.C. Oct. 21, 2012