Here we can cite “Aldub” and Pokemon Go as two separate but indicative phenomena. ![]() When an opportunity presents itself, marketers have to think on their feet. This might also be an effective way to introduce new technologies and brand innovations without alienating loyal customers. Devising an activation that will allow for a “moment” to happen between your audience and your brand might become a strong expectation in the future. Reality 3: Media-based communication is no longer enough to make them love you. A video for online release must have its own objectives and should be designed for the strengths and limitations of the medium. It is no longer enough to simply post an ad for TV into your brand’s Facebook page or YouTube channel and expect it to engage people. Reality 2: Create online ads that are strategically built for the medium. You need to get online, or get left behind. Online, the two steps of knowing and acting on the information intuitively flow from each other. Q: What are the new realities on how brands should market their ideas in the Philippines?Ī: Reality 1: Consumers expect to act on the information you tell them. Online reviews have also become crucial to establishing credibility and reliability. The more the population is bombarded or exposed to a story, the more the story encourages sharing and discussion, and the more people think it is the truth. The news feed on social networks has become Bible truth to a large segment of the population. ![]() Stories with elements of uncertainty begging to be revealed have also been very successful. Our Brand Lab brings together key players in telling brand stories and helps define go and no-go areas for easy reference in communication planning. Q: What patterns of marketing communications connect with FilipinoĪ: The Filipino audience connects mainly with compelling characters and surprising stories relevant in the everyday.Ĭharacters that people see in communications may also translate into the personality they associate with a brand. We recommend to our clients that they must let consumers tell their stories, get to know how they feel and what they do.
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