Max Kalehoff has a great piece to start the week addressing two big questions:
- What are the three biggest opportunities for growth for brands to leverage interactive/digital marketing?
- What are the three biggest challenges needed to overcome to facilitate growth?
His answers to these questions provide great insight into how brands should leverage interactive marketing. The biggest opportunities are: reputation is everything, customer experience is the new advertising department and web site as brand hub. He lists the biggest challenges as: authenticity, silos and simplicity.
Money quote:
The Web is a conduit driving expectations and sensitivity around brands higher than ever. As a result, marketing and brandbuilding is no longer about creating a desirable façade; marketing is now about driving all that is desired into the product in the first place. It's living by the philospohy that the sum of all your actions â€" including the actual product and service you build to the experience of invoicing and returns â€" equals your brand equity.