2011 by our CEO
I’ve asked a bunch of people around the agency to let me know their thoughts about the year we’ve just entered. The first to get back to me was our CEO, Jens Krog.
While betting big on mobile, Jens says it’s the trend towards authenticity that will come to define the year:
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2011 will be the year where we will see mobile marketing gain an increased share of the marketing budget. Recovering from the financial crisis, marketers are again looking for new solutions, as opposed to just well-proven ones. The Ikea example below from last year is a good example of how mobile can be usd to create useful, engaging customer experiences that drive sales and increase brand loyalty.
Brands and their agencies will have to take an increasingly editorial perspective when it comes to communication that really connects with consumers. This has big implications for resources as brands begin to commit to a two-way relationship with their customers. The mix of journalism and dialogue marketing will be valuable competences in 2011.
At Advance, we believe strongly in connecting the (marketing) promise to the market with what the brand and organization is really delivering to the market. In 2011 there will be even more focus on authenticity as social media continues to make almost everything more transparent. Brands shouldn’t shy away from this because at the end of the day authenticity produces real ROI, and not just a high score in terms of ad liking.
As always, there’s one truth that marketers need to remember, whatever the year:
You don’t build a strong brand with what you say, but with what you do.