Campaigns versus relationships

September 19, 2008 at 9:39 pm Leave a comment

The ability for brands and companies to engage in on-line communities is driving a shift from the traditional marketing campaign to building ongoing and sustainable relationships with consumers.

In an article in Marketing Week (11.09.08) entitled ‘Why online consumers are the building blocks of modern branding’,  Lego’s Marketing Manager, Helene Venge was quoted as saying that “companies would always need to use campaigns for new product launches, but constant communication with customers via interactive media would be vital to deepen the brand’s relationships with those customers.”

But what benefit can be achieved from a short-term campaign that is not possible through long-term engagement and community building?

I would question whether the unsustained fireworks of an all-singing-all-dancing campaign that fizzles to nothing achieves more in the crowded media space than a potentially slower-burning but accurately targetted relationship-building new media programme that gets people engaging and talking about the brand.

A key benefits of the new media programme is the measurability and the ability to deliver the opportunity to improve the relationship with those people engaging with your brand.

So new media generally:

  • is a lower cost route to market
  • offers greater measurability and monitoring
  • enables conversation
  • delivers opportunities for improved customer services 

So what are the real benefits of a traditional media campaign?

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Entry filed under: Communities, Marketing, New Media. Tags: , , , , , .

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