Just read this article – 5 Marketing Principles Brands Should Embrace in 2010 – on adweek, it touches on what need to change in this new channel intensive landscape. In summery from my point of view:
The product is the marketing, the marketing is the product – It is about creating value that real people want to pay for… Or as Frank Striefler puts it “create better realities”. (product = product or service or anything of value that sells)
Use design as a strategic resource – it not just about look (even if very important and effective) it is about the way we go about reaching innovation. Design thinking as a concept is taking hold and proving to be a effective tool when solving the problem of innovation and business success.
Lead with the brand – it is not enough with a great product that your consumers love, it need to be lead by the brand. A credible carrier, a strong partner, a friend to talk about and interact with. Here values and transparency is key to supplement the product. This is a very good one to remember, in this cluttered landscape you need to have a strong brand and a valuable product.
Shifting form campaign to all the time – this is an effect of how we now consume, all the time. So it would be quite stupid to just communicate once in a while and ignore the rest. Consistency/quality/efficiency in all touch points with value and conversation. “…a brand must build long-term platforms to become an indispensable part of people’s daily lives by providing continued entertainment and utility. Brands can’t afford to go dark any more. Instead, stimulate brand conversations with more initiatives, more often. Just like people, brands are a sum of their experience…”
Say something interesting that people want to talk about – can be enough with the product but most likely you have to also say something. “In a world where it’s more important what people say about your brand than what brands say about themselves, give people something to talk about.”
Create value with your product and brand, be transparent and honest, be creative, and the success will follow…