Tuesday, June 05, 2012
It's a two-way street.
Today, emerging media make it possible for brands to engage the consumer during the building of their marketing messages, to solicit feedback and help create and fine-tune those messages. Marketing can now be a two-way street where the consumer and brand collaborate to create the ultimate brand experience that resonates with the target market optimally.
For example, Ben & Jerry's icecream brand let consumers invent their own icecream flavors with the "Do the World a Flavor" competition. Perfect! Let the customer develop all the innovative new product ideas! VitaminWater and Dunkin Donuts gave this approach a try too. Why not? A well designed and cleverly executed web campaign can enable some amazing interaction between consumers and brands--generating new ideas, consumer-centric value and all in real-time with relatively low costs.