Not long ago, marketing was simple: Acquire people’s attention, and then shout the loudest. This approach worked when brands operated with fewer channels and targeted longer attention spans, but it’s ineffective in a world where consumers are assailed with hundreds if not thousands of messages daily.
Brands today are armed with algorithms that predict precisely what to serve up to customers and prospects, where and when. And while it may seem counterintuitive, the most effective brands now rely on technology — whether it’s a conversational interface or a “haptics-driven” sensory experience — to build authentic experiences and tell genuine stories. In short, the rise of technology is creating a renaissance moment for “Mad Men” everywhere, including in their careers.
New marketing tasks and new activities — in effect, new marketing jobs — are needed to create the brand value necessary today, which is based not on capturing mindshare but on building experiences that last and encourage customers to stick around. Get it right, and your brand captures unassailable mindshare; customers will return time and again, building trust and interest with each expanding interaction.