There are more opportunities today than ever before for dialogue, interaction and engagement between brands and consumers during the marketing and sales process. Because of this, the funnel, as we know it, doesn’t adequately reflect the way customers are engaging.
We come to work to create relevant magic for our clients’ consumers. And although, of course, that magic is born out of great insight and a creative idea that resonates, it is generally enabled by technology.
Do you remember the first time you saw a piece of technology and thought ‘Wow, that’s magic!’? Perhaps it was the first time you saw an iPod. Or Google Earth. Or a 3D printer. Of course, all of those things are slightly less magical now – the first two are commonplace in our lives and the third soon will be. We know how they work and that makes them less magical than they once were.
I’ve written before about how we are social beings, and how marketers should shape their services and content to facilitate sharing. Now there is more research, which builds upon this in a way that has significant implications for any brand seeking to ‘lock in loyalty’ among their ‘most important’ customers.
In Josh Clark’s ‘Beyond Mobile’ talk from Mobilism last year, he suggested that the most exciting area for mobile technology in the near future is the space between connected devices. Clark’s example of this is Aral Balkan’s ‘Grab Magic’, a hack using a Kinect sensor, which enabled a user to physically grab a still from a video through a gesture and put it onto a mobile device by touch.
Weird isn’t it? The only time the client community and creative types get a chance to converse is when we’re in the eye of the storm presenting ideas or receiving feedback.
I find it particularly strange when you consider that both client and creative share a similar challenge – to bring something into being that is worthy of buying the time of a human being. It’s surely something worthy of much deeper engagement than stolen moments in the pressure cooker environment of presentations.
As vice-chair of the DMA Agency Council and a creative director I felt there was an opportunity to create a space for clients and creatives to share their thoughts, concerns and ideas about the communication challenges of the 21st century.