What’s The Big Idea?

In this super connected marketing landscape we find ourselves in there’s never been more ways to get a sales message to a consumer.

It really is astonishing: we’ve got an avalanche of content hitting our inboxes (and lets face it, today we all have multiple inboxes), we’ve got content endlessly popping up in our Twitter, Facebook, LinkedIn and Instagram feeds, we’re even targeted with in-app messaging. You can run – but you can’t hide.

Big data – big deal.

It’s no surprise then that marketers get really excited with the tech – how the messages are delivered, and the data that can be mined from the consumer interaction with that message. Why wouldn’t you be excited? Because all that lovely data can be used to target the consumer with even greater levels of accuracy going forward.

It’s wonderful, miraculous even. Enough to get even the most battle hardened brand manager frothing at the mouth and high-fiving in their office suites in Slough – but are we all forgetting something?

The medium isn’t the message.

The message is the message. Having all of those wonderful delivery systems doesn’t amount to a hill of beans if the message itself isn’t compelling.

Today’s buzzword is ‘conversation’. So the question is – what are we going to talk about?

Have a point-of-view.

Figure out what you’re going to say, how you’re going to say it, but most important of all – understand why what you’re saying is relevant to the consumer.

One of the best pieces of advice I ever had is: figure out what difference your product or service will make to the life of the person you’re targeting. It’s not enough to tell them what you do, you have to illustrate why what you do will make a difference to them – make them care.

Which is why, every single piece of communication needs an idea, and that idea is usually driven by a consumer insight.

Insights are your friend.

Let’s take the most basic of consumer insights: Working mums are time poor. The pressure point is clear: Time. That’s a platform from which to start creating. Remember, you’re talking to people – so there’s always an insight.

Ultimately you want the consumer to believe that you understand them, you ‘get them’. Their problems – their issues. And you might just have an answer.

So, be insightful, find the pressure point and create from that point of view. Do that and all those wonderful delivery systems will suddenly be dropping something of value into that inbox or Facebook newsfeed – a message the consumer can engage with.

Oh, and remember the one thing this blogger seems to have forgotten – be brief.

About post author

As a Creative Director I've been lucky enough to work on some of the worlds biggest brands for some of the worlds biggest ad agencies on both sides of the Atlantic. Brands like Heineken, Mercedes Benz, Unilever, Diagio, Ericsson, Electrolux/AEG, Coca-Cola and more. I consider myself to be channel agnostic, meaning whether you're in the traditional world or the digital world you only get to move the dial by leveraging big juicy ideas. Now I'm passionate about bringing that 'big brand creativity' to smaller challenger brands whether that's a craft beer or a fintech startup.
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