A recent New York Times article in the Media section reflected on the concept of “Marketing in the Moments”, the placement of ads at the exact moment that people need the information that you have to give them. Assuming that a brand has the available tools to take advantage of moments-based marketing, building Brand Preference against a chosen target should continue to be an important objective in constructing a Holistic Communication plan.
How we choose to connect consumers with our message is driven by a brands marketing strategy. For the typical consumer packaged goods brand, building Brand Equity is an integral part of establishing a sustainable competitive market position. Media selection must be fully integrated with all other elements of the marketing plan. “The whole being greater than the sum of the parts.”
The importance of mobile phones as a tool to find almost anything a consumer may need is an increasingly important media option for reaching our target with ads that are more useful than they are attention-getting. While this medium will continue to take up a larger share of a brands available resources, it should not be done at the expense of building a brands unique identity with the target consumer.
At Ennis Associates, we specialize in developing marketing training workshops that guide marketers on how to integrate all marketing elements to achieve the desired brand strategy.
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