It is obvious that convergence is here. The excitement for the direct marketer is high; he is empowered with digital and experiential channels to ‘market directly’. Superlatives as ‘unbelievable’ and ‘unimaginable’ make a feeble attempt to describe the potential to which marketers can target, engage and track consumers.
The consumer on the other hand is equally or more empowered, she can and she does rule the game of making or breaking brands. She is in control, in a matter or moments she broadcasts her opinions to millions of other fellow consumers – influencing them with perhaps a greater credibility than the brand in question.
Clients demand multi channel campaigns. Agencies grapple to provide them with one. In these times of challenges the lines between the client, the agency and the consumer have blurred. Only the collective resources of all and the transparency amongst them result in building enduring brands. The participation of all in this process is evident.
There is no single discipline of marketing that addresses the current marketing environment comprehensively. Perhaps below the line communication is best suited to do so, given that it as a discipline is far too young and does not have a legendary legacy as traditional advertising. Interesting, how not knowing something enough or not having a history – gives you an edge – like a child, the below the marketing agency is open to learning and adapting. But there is something more significant happening.
There is a birth of a generation of communication organizations that are populated by multi disciplinary professionals : researchers , analysts , physiologist , strategist , industry experts , programmers , emerging media techies , channel experts , super specialty creative dudes and ROI driven account managers. This collective of people does not acknowledge any line, between different disciplines, between technologies and between media channels, in their endeavor to execute an ‘idea’ which is engaging. An ‘idea’ which is activated across touch points, has a potential to be amplified and one that redefines all previous ROI metrics.
This collective has no choice but to embrace the chaos – caused by change(s). In a matter of days current trends become obsolete, well deliberated strategies irrelevant and customer insights outdated. The scenario rather than being frustrating is thrilling. The impetus to innovate is so encompassing; and the reward so gratifying. I call this agency the ‘no line’ agency.
When this agency wakes up in the morning (if it sleeps at all) what does it strive to do? It strives to facilitate the creation of a dramatic experience for the consumer with the brand as the protagonist. This dramatic experience engages the consumer in the journey in which she resolves the conflict between herself and what the product proposes. She goes through the long deliberated motions of evaluation and re-assurance and in the end rejects or embraces the product. Like any impacting drama the more the intrigue, more the anticipation and more the connection with fundamental human intent and emotions – higher are the chances of her being touched and narrating her experience to all those who matter to her.
The agency realizes that he having embraced the brand is only the beginning of a relationship. The relationship needs to be nurtured and sustained, to make it invaluable and rewarding. As the consumer leap-frogs form one evolutionary continuum to another and in the process becomes more aware of self and the power that he wields, the task of the agency becomes that much more challenging. It firstly shows respect for the consumer. It is sensitive to his individuality and passions. Any insensitivity and indifference from the brand during this attempted long term liaison has been rejected instantly, and more damagingly shared in credible whispers to a like minded community (read the brands targeted segment). The dramatic experience is customized and reinvented – lest it may loose its fancy for that very consumer. But then if the brand has succeed in this liaison – the flood gates have opened and manic following begun , its being talked about , consumed and aspired everywhere.
The agency just strives to be in the moment .Strives to make the brand aware of its environment and persuade the client to relinquish the ownership of the brand, and put it into the hands of the consumer. The agency knows that if the consumers want, they would adopt the brand and nurture it and they don’t, they seek out another brand that helps them to live their aspirations. They embrace the brand they want, and make it a part of their passions believing that it would give them a rewarding today and a better tomorrow.
The ‘no line’ agency for the benefit of the gradually evolving community of marketers – classifies its endeavors as experiential marketing, relationship marketing, permission marketing, digital marketing, brand activation, integrated marketing, multi channel marketing and so on. It’s really exciting for the no-line agency that it has no legacy. What it owns is only the present, it anticipates the future and is committed to just create that drama , engage the consumer and hopes that the consumer will finally agree to take over the responsibility of nurturing the brand – and consume it the way she likes it.
The most significant trends that we are marketers are living is the emergence of co-created brands and the deconstruction of the traditional communication agency: being replaced by a collective – the ‘no line’ agency.
