As dollars get tighter in the coming year, many marketers are looking to stretch the budget. I’ve already been seeing how to better the bottom line using video, mobile, social media and affiliates. The idea – get out there and the dollars will follow.
Unfortunately, it’s not so easy. Say you want to adopt video or mobile. Maybe you want to tackle the mobile video category (frightening prospect for coming out of the gate). Whatever the decision, the same question will remain – what do you put there? Now I know we like process. Thus, you get together to come up with the Big Idea. Something fun. Something viral. That’s sure to settle the issue.
Problem is, Big Ideas and viral videos are not dime a dozen ideas or everyday videos. We are still in need of getting to the heart of the issue. Diving deeper to find something that actually commands attention.
Fortunately, early news from 2009 is pointing in the right direction. Perception is resonating. It’s becoming the key message for multi channel strategies. We’re finding that people will talk. People will talk about the mundane if given the chance.
Take this weekend as an example. AdAge publishes three articles that point to perception being key in this economy. First, they rehash the old Oprah edict (aka Oprah as gospel). Blue chips are bad for you. I’m eating sweet potatos from now on. And what should we expect? Blue chip sales to fall and sweet potato sales to rise.
Second, we find a discussion on Under Armour. How not to compete with the likes of Nike and Addidas? Innovative products that make you better. Now why hasn’t sports marketing thought of this one before?
Finally, Detroit claims the biggest problem with the domestic auto industry is a negative perception. AdAge even goes so far as to poll whether industry professionals agree.
Clearly, perception is important. When we look at the future of digital media, we should be asking how new channels are impacting perception. When we can answer that question, we can start to discuss the Big Idea.