10 years ago when a brand had a moment of truth with
a consumer through activation, it was just that – a single moment of truth. And
that was the big challenge at the time, justifying the cost per contact as
marketing spend worth doing. It was an uphill task to compare the numbers
delivered by mass media like TV, Radio and Press and compare that to the
superior quality of contact delivered by activation and direct consumer
contact.
Over the past few years, it has all changed and the
key drivers for the change have been technology, digital media, Social media
& mobile amplification.
Technology has allowed and facilitated unique and
engaging quality of contact with consumers. Ever changing and developing
technologies are making life rather interesting for consumers.
Digital Amplification has now made it possible to
intensively engage with consumers through permission marketing post the initial
activation contact. This was typically done through voice calls earlier but was
expensive, tedious and intrusive. Digital marketing allowed us to reach
consumers repeatedly post-activation and build stronger brand-consumer
relationships.
Social Media Amplification has been a match made in
heaven for activation to be amplified to audiences beyond those present at the
immediate activation location. This allows for greater width and length in the
activation reach. Thereby making each activation rupee spent far more effective
and justifiable.
And finally, what may prove to be the biggest game-changer
of all, the impact of Mobile Amplification on activation. The one ‘thing’ the
consumer has with him at all time and thus at the point of activation is the
mobile. This lends itself as a unique opportunity to not only drive greater
width and length of the activation reach but also push greater activation
depth. Activation depth is the ability to engage with the same consumer
repeatedly over a period of time. Mobile Amplification combines all of the
above and drives greater activation width, length and depth!
It’s been a long time coming, but in the next 10
years, Activation is where it’s at.
Atul S. Nath is the Founder; Managing Director of Candid Marketing,
founded in 1995. You can follow atul’s musings on twitter @atuln
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