There's a lot of talk in the advertising industry
of how big idea advertising is losing its importance. Rather everyday ideas, small and nimble ones that can activate consumers and influencers alike across the Internet seem to be getting as important. On our own internal social media email list, we've been having a raging debate on this too.
We're certainly moving to a world where it is important to listen, inform, activate, entertain and respond to consumers in a more continuos fashion. This requires the clustering of marketing activities in new ways, having a continuos low-burn marketing effort in place 365 days of the year. It also means deploying new strategies and campaigns in real time based on the engagement with the previous ones or any particular event. It is constantly in motion as advertisers chase consumers across the different digital platforms and channels and try to keep pace with their changing needs, preferences and locations of engagement. It is about speed and relevance.
I think it is fair to say that the notion of 365 day marketing or continuos marketing in a SIM world is a necessity. More and more brands think in these terms for digital marketing and practically every marketer will need to have a baseline 365 component to all their marketing plans.
I feel that this is going to accelerate the speed at which marketing departments are restructuring too. Continuos measurement comes to the forefront and tapping into the pulse of consumers online and responding quickly becomes really critical. It will probably force agencies to rethink how they engage with clients and how they structure themselves. We'll see less campaign or project centric needs but more continuous, deeper engagement with the social web at the core of the strategy. It makes the technology and measurement infrastructure all the more important.
And what about ideas? Does it change the notion of big ideas? I believe that small ideas matter as much as the big ideas in marketing today. Marketers cannot afford to spend months with their agencies crafting big ideas and then taking weeks to deploy the single big idea across every channel and platform. Ideas need to be platform and channel specific and they need to be produced, tested (and maybe even pulled) far quicker than before. Agencies will need to be idea engines but not of the award winning ideas type but of smaller ideas
that produce strong, quick results which when stitched together tell a complete on-brand story.