The fact that water seeks its own level is a framework that helps me look at the huge increased demand from new markets and consumers for existing and new products and services and understanding the drivers of the global economic growth. Today all information is truly available easily and inexpensively to an increasingly large part of the world. Conncetivity is driving the change. The world and its knowledge is truly pervasive and accessible.
This is one of the important causes of products and services being highly commoditised and innovations more difficult to achieve. Consumers know and believe that things are equal.
Traditional tried and tested branding messages as well as the traditional ways of creating and delivering these messages no more achieve the results that marketers need in creating the differentiation.
To the consumer, branding is jaded and they have stopped aspiring as strongly. Consumers are getting used to and enjoying immersive experiences in their daily lives. Therefore Brands have no option but to follow consumers and offer immersive brand experiences.
These experiences are the crucial moments of truth. Creating and delivering them requires that marketers think more deeply about their consumer experiences and utilise very innovative application of good technology.
To create magical experiences, Interactive agencies need to fuse the creative and the technology for marketing. That’s what a good interactive agency is about: a unique combination of these capabilities under one roof.
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