The post is so well thought out that I don’t want to summarize it here and instead encourage you to read it yourself. I’ll only say that it’s all about how savvy CMOs this year will use digital platforms to make their brands a part of a consumer’s everyday life. And, I will borrow their graphic to highlight one of the points that they make in their post.
As we move to digital platforms we naturally know the physical location of the consumer seeing or hearing our message and we should take advantage of that fact. They refer to it as Engagement Level 2 or Utility, where we can lead a consumer to a location based service (LBS). Because the digital platforms listed here are geo-coded, we know what city, neighborhood or even the street address where we are interacting with the consumer.
So, let’s connect the consumer to our local retailer at every point along the continuum. It’s important to build the brand but it’s even smarter while we’re at it to deliver a consumer to our best retailers with nothing but our brand on their mind. Dealers also add services, promotions and a good reputation to our brand message.
As we move to these digital platforms we need to incorporate our local retailers strengths into our message or we’ll be ignoring one of the best aspects these digital platforms provide. It’s not national advertising anymore, it’s all local.