’Small data’ as the missing link
One of the key industry buzz-phrases in recent years has been ‘big data’- a term which encompasses the ever-increasing volume of data available today, that is so extensive and so indefinite that it is difficult to process using traditional methodologies. Ironically, as data becomes easier (and less expensive) to acquire, it is also becoming all the more difficult for us to discern what information is worth our attention as strategists.
Paying attention to the outliers
Going forward, we can expect to see marketers and strategists making use of data and insights in unconventional ways, to drive more inspired strategic thinking and creative output. One such method takes into account the so-called ‘outliers’, rather than following the obvious trends, which are more likely to be visible to competitors. Although risky, this allows us to target specific niches and unserved needs that can provide a strategic edge. Aligned to this, we will also see more brands paying attention to their indirect competitors.
‘Talking with’ vs. ‘Shouting at’
The days of ‘mass marketing’, which predominated in the 20th Century, are clearly behind us. However, the style of communication prevalent in that era continues to be seen in today’s world. In particular, this is witnessed in the ongoing tendency of many brands to ‘shout at’ their consumers in order to capture their attention. Ironically, the opposite effect often prevails in such cases, with consumers becoming more savvy and adept at blocking out often irrelevant commercial messages.
The key question for strategists is thus: Where do we go from here in the digital space? The antidote lies in striving to get the conversations going in the market, listening to and ‘talking with’ consumers. Aligned to this, brands will also need to ensure ongoing cultural relevance in their consumer engagement activity, ensuring that conversations are both timeous and topical.
Overcoming the digital backlash
There is hardly a brand in existence today that has not developed some form of digital, mobile or online strategy. However, stemming off the preceding trend, research is increasingly pointing to the fact that digital marketing is at a crossroads in today’s cluttered, saturated market. Although investment levels continue to rise year-on-year, factors such as ad blocking, commercial information overload and ‘opt out’ databases are raising serious questions and concerns around the value that many brands are actually realising in cyberspace.
For contemporary strategists and creatives alike, the onus will lie on us to continue seeking out novel ways of connecting with consumers in cyberspace. For instance, the growing field of content marketing will become even more critical in years to come.
The growth in connections planning
In future, more brands will move to a ‘connections planning’ framework, which necessitates input from disparate data sources and coordination among various stakeholders, ranging from researchers, data experts and planners, to creative teams and even-end consumers themselves from a much earlier stage in strategic and campaign development.
The continued evolution within the field of strategic planning will see a shift towards something that has been termed ‘experience architecture’, which is a flexible, insights-driven, interdisciplinary and collaborative approach that places the consumer experience at the core of everything we do.
It’s all about consistent and ongoing engagement on all levels and often beyond the obvious. As organisations continue to grow more decentralised in nature, planning will no longer happen in isolation. To this end, we will need to ensure that strategy, creatives and customers remain aligned throughout.
Check our Part 1
here.