By MIKE VASAVADA, DIRECTOR OF MOBILITY SOLUTIONS, MOBIDDICTION
Consumer touch points and mediums have dramatically increased. The path to purchase is now dependent on a very savvy consumer who has so much choice, so many different ways to access content, the type of interactivity and engagement that the consumer is able to go through even before getting anywhere close to making a decision on the product or service. In all this, ideas and creativity are all-important but is your creative connected?
Creative = effective?
I look back at those days when a creative or a campaign was not that dependent on technology or the digital ecosystem. Measurement was a matter of measuring the spurge in activity, leads that were generated, contact centre sales, product sales over the period, foot fall into a store, product queries over the counter, escalation in production demands, sales orders placed and for some it was reliant on research commissioned to measure effectiveness of the creative or campaign. Whilst all of this and more do still exist, the form and shape of measures has transformed and yes the favourite question from a marketer’s point of view is still the same: what’s my ROI?
Where’s my dashboard?
Client expectations around measures have become much more sensitive especially in the new media side of things such as mobiles, social media with the advent of digitally being able to map a consumer journey and technologies such as location commerce or variant messaging depending on the customer tenure. Clients now expect more types of measures ie. how many ‘Likes’ did we get, how many comments, how many shares, and has the brand sentiment changed this month from last? Also where was the customer, the browser that was used, the type of device and the time, location, what did they do, and do we have a ‘dashboard’ that shows all of it and yes, in real-time!
Consumer touch points and mediums have dramatically increased, the path to purchase is now dependent on a very savvy consumer who has so much choice, so many different ways to access content, the type of interactivity and engagement, that the consumer is able to go through even before getting anywhere close to making a decision on the product or service. And from a creative concept point of view, the job is so much harder as not only do the standards have to be in place (ie. brand, colour, specs etc) – there is so much more that has to taken into account like:
- what is the messaging medium or is it a combination of the lot?
- is your creative relevant and tapping into the customer insights?
- does the creative concept work across different mediums, how far would you be able to stretch?
- what is your attribution model and does that tie in with the measures that the client is looking for (ie. customer insights, number of sales, interactions, engagement, incremental usage, upsells etc.).
To sum up, ideas, creativity and engagement are all still prime but it’s the ways in which the creative is expected to work and perform (read = effective) in a connected world that has changed!
Mike Vasavada is a Director of Mobility Solutions at mobiDdiction.
He is also on the Mobile Expert Group panel for ADMA and is a self-confessed mobile addict.