This is and will continue to be a massive problem in our current environment of product distribution and will even become an issue as we grow as a society toward a proactive internet.
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The idea of a business model in today’s world should be focused around continuously expanding value between a company and its consumer over the course of the relationship.
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There are tremendous opportunities ahead of us as long as we keep pushing each other to come to each day with open minds, collaboration and imagination.
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The future of retail will be engrossing a consumer into a branded experience that connects product, service, and experience into a singular, effortless transaction.
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Within any action in the physical world, there is a byte behind it. Connecting these bytes creates our new reality.
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As marketing leaders, we need to do both, communicate the promise of our brand and fulfill that promise at the moment of interaction with our consumers. Content is a great way to do both; communicate and fulfill.
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Leveraging the essence of our brand’s promise, we need to look at the holistic consumer experience, the transactions we need our consumers to perform and define the roles and actions various channels play.
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We’ve identified some of the core elements creating the disconnect between the brand promise and its fulfillment.
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All in all, brands are now built in the next release. All products or services are now digital, regardless of whether or not the physical nature of them is digital in nature.
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The entire idea of the “experience” has gone from a singular moment to a connected series of moments that not only build on top of each other, but create occasions of active sharing for the consumer.
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