Digital Media Changing Brands

With the increasing influence of digital media, we can say that the brands are changing the way they have been in past or the role of a brand is under going a big fundamental change! This thought has been echoed recently by Unilever’s CMO Simon Clift in his latest comment in Marketing Week. According to him financial crisis is forcing the traditional bastions of trusts being questioned and re-examined and Brands will be part of it!!

Barack Obama profoundly stated “Change doesn't come from Washington. Change comes to Washington” without realising he was not just talking about political change but also talking about the big wave of change coming in the marketing world. He became the first ‘Youtube era’ president of the world and changed the world order. He is truly a brand which has used online medium at its fullest potential. In a way Barack Obama brand changed its marketing style and campaign as per the medium which was used by his audience.It’s not as if Barack Obama did not use TV or Print or Digital will wipe off all other mediums available! In other words, why do we want to be a substitute of a 30 second spot on TV? The role of digital media is far more broad and profound so it’s unfair to compare these mediums?The old world order was that of one way communication, where a brand went to a great extent to understand what you as a audience want and then went ahead to tell you the same thing and hoped you would relate to the message and hence buy their product.However in today’s new world order transparency and interactivity is the key. Now, brands are much more accountable towards their audience. The 10 or 20 second spot on TV has given way to deeper, meaningful conversations and concerns raised by the audiences – sometimes way too out of comfort zone of a brand where a brand is not open to listening however can’t really ignore it any longer!!

Its truly a exciting and challenging time today for brands where they are at a cross roads to not just address their audience’s needs, desires and concerns, but also maintain their commitments towards the organization/company they belong to! Business interest to marry consumer interest! Can this happen?

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