Renny Gleeson, Global Digital Strategies Director for Wieden+Kennedy, kindly offers up a series of questions he runs through when tackling a new client problem.
In the midst of his queries, he makes a great point about the digital space.
Traditional planning sets a goal of defining a brand’s ‘voice’, but generally it’s applied to mass communications. Interactive planning asks “what is the brand’s voice when it speaks one-on-one?”
In other words, one’s online experience is self-directed. It’s personal. And that means anyone wanting to market a product or service needs to consider this basic rule of engagement: Interactive marketing is relationship marketing. Yet, how many Interactive teams have a Relationship Marketing expert on staff, or on call?
Bottom line, Interactive is about people, not cleverly arranged pixels on a screen.
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