In the ongoing tussle that characterizes far too many competing agency interactions, separatists on both sides make blanket statements asserting the superiority of traditional reach or digital engagement or whatever approach favors their current business model.
And everyone loses, the brands first among them.
In a converged world, marketed brands require both. The balance may change from brand to brand due to factors like where they stand in their product lifecycle or their specific consumer demographic, but all require a carefully orchestrated pull and push. Since ‘push/pull’ reminds me of that goofy llama from the Dr. Doolittle movie, let’s refer to the converged marketing approach as the Perpetual Motion model. In other words, our work must flow back and forth in an endlessly interactive cycle. You announce then you engage, or you attract then you inform; you set a lofty brand goal and then take small daily steps to bring your market along to that better, better place.
In a dynamic world, brands take on their own lives. And as anyone who has ever cared for a child or a pet knows, living things demand perpetual motion to keep them growing healthy and safe.
By Dennis Ryan, CCO, Element 79