OK, so it’s all connected in Silicon Valley right? And with 1 billion devices making people more connected than ever before, how should brands be thinking about and planning for the connected system of the future?”
And the answer is; firstly, devices don’t connect people. People are really connected by their family, their lives, their play, their work and their imagination; the device is purely the means to an end.
The ability to communicate anything and everything across so many platforms and networks via a plethora of devices in a multitude of formats is merely the complex set of ground rules that marketers have to play by. In isolation, having all the technological solutions will never guarantee success; even the most adept brand will only make limited progress against its goals with tech alone as its partner.
Why? Because the brand is of no significance to the potential consumer until they decide it is; and that is why the message will always be more important than the medium. So; think content and connections; not devices and technology. How should brands be thinking about the connected system?
They should be thinking about the consumer, not the device, or the channel – and they should be thinking about what gets the consumer out of bed at 4.00am in the morning. What is going on inside their head, what content and messages will they be interested or motivated or moved by?
Clients live in a volatile world, procurement has leapfrogged marketing and our job is to redress that balance by demonstrating real additional value to marketers via system thinking, investing in marketing that drives business outputs via a simple content and connections framework.
I strongly believe we are seeing the fruits of this approach at a local and regional level as well as clearly with our global clients. Our mantra to any client should be; stop measuring us on silo costs and value, start looking at your system and let us help you drive efficiency and deliver true value by understanding how everything works together.
So to get back to the question as to how clients should be planning; their data is at the heart of this process; they need to find it, share it and cherish it. In the new age of data planning and programmatic buying, clients need to think audience and outcomes, not channels and pricing, and plan for a connected future.
The 1billion devices that connect us all are not the issue; that is the easy part; it’s the data that flows between those devices that powers the system; it’s the context of that content that surrounds the consumer in all that they think and feel and do.
For us, Google is one of our largest relationships, growing more powerful each day, driven by mobile search and video, evolving and exciting, reflecting the dynamic growth in Silicon Valley companies and the opportunity this Summit presents to clients and staff alike.
To plan for the connected future, clients should of course be working with us!
Working together we can manipulate and optimized their system to deliver the very best business outcomes for their brand; making us an indispensable trusted partner for the future.
So please send me to California right now, and I will spread the word and get involved