http://adage.com/article/digitalnext/brands-key-groupme-s-business/236398/
In
class last week, we discussed companies like Groupon offering more
experiential offers rather than simply products and services. We
discussed reasons why, such as there may only be so many bags to sell or
consumers getting bored...GroupMe, a startup which also aims for groups,
is different. It creates groups not for cost savings, but for communal
activities. Placing like minded people in groups sharing experiences is a
fantastic tool for marketers.
Unlike advertising, which generally
is straight to the point, branding takes a longer term approach at
cultivating the relationship between a brand and consumer. Success
hinges on correct insights into the target audience, without which even a
successfully run campaign can be completely ineffective.
There is
value in quantitative
data, but true insights need qualitative information. Focus groups can
reveal skewed information and ethnographic information is costly and
limited. If a brand foot the cost for such experiences, it would be able
to obtain invaluable information on its carefully selected targets. If
you are not an Australian wine lover, for example, you are not invited
on this journey.....
Digital information is great, but there is still value in the human experience.
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