But, people learned to avoid reach andfrequency tactics and they scattered awayfrom blatant marketing.
Scattered, segmented audiences meantthat marketers had to get more creativewith their communications and moreclever with their segmentation.
Better PLANNING and segmentation wasdone and that gave rise to more CREATIVEcommunications that appealed to particularaudiences. This brought certain peoplecloser to the brand.
Then someone decided it would be agood idea to manage relationshipswith people who like the brand so thatthey buy more and tell their friendsabout it. Things were good.
Then the internet happened and it madeeverything a bit fuzzy for while. Up was down,down was up and many companies panickedand spent a lot money to make things better.Then everything crashed in a dot com bubble.
After the bubble came the 2.0 craze wherewe it became evident that people are moreconnected (and more important). We live inhyper connected world where brands canbehave more like people.
We realize that it’s not all fluffy friendshipmumbo jumbo. Reach and frequency stillwork in a connected world and brands can bemore personal. All media types can worktogether, someone said.
Good brands began getting to getcloser to people.
Great brands are bringing the mostinfluential brand lovers closers andletting them do the talking.
But, people are clever and move awayfrom marketing when it feels likemarketing. Even the most loyal don’twant to feel used.
Some brands are starting to leave thesafety of their traditional marketingpractices and they are moving incloser to where consumers play(Facebook for example).
Good marketing nowadays doesn’tfeel like marketing. The best brandsare adding real value in one way oranother through tools and services.
We’re in this thing together… That’sthe motto of brands getting it right.