OMG WTF! How exciting is the INTERNET!?
My loves, sometimes I feel like companies should just be thanking the internet all damn day for giving them such rich opportunities to better know themselves, and to better understand their consumers. Like, they should just be tweeting @ and hashtagging the shizz out of mother INTERNET, all damn day.
But wait a sec, my friends, the INTERNET can be pretty scarrrry, too. There's just so much going on inside of it! Sometimes I even feel this impending doom, like there's a 7,000 man-strong prodigy hacker army determined to undermine or overthrow all societal stability. Sometimes I want to download the secret prodigy hacker army password from a bit torrent site. Other times I fantasize about moving to Walden Pond where I can live thing-less like HD Thoreau.
Sometimes this same scare factor propels companies to do stuff on the INTERNET very quickly. Reactions instead of responses. In this rush, strategy is always the first step to get cut. Strategy doesn't return quickly enough to meet quarterly sales report deadlines. Strategy skimpin'. The irony is that strategy is now more integral than ever before.
We think a lot of organizations are strategy skimpers because strategy can't be seen like a picture, video, P&L doc, or product packaging can. Strategy is a thought process and rationale system that underlies and works through all the things we can see. It's the insight-driven creative backbone that weds human behaviors to existing and emerging products.
We see the result of strategy skimping everywhere we turn. Aside from spawning insanely dull microsites and banner campaigns, for our agency brethren, it's made life increasingly difficult. The more complicated technology becomes, the more competitive markets get, the more strategy is needed to produce successful work. Meanwhile, back at the ranch, clients' INTERNET-stuffs marketing/advertising budgets get smaller and smaller. OMG WTF, you say?
Read on, for good news...
The silver lining is very real. Smart people everywhere are pissed off. They know how to use technology and they don't want to be advertised at anymore. On message boards, comment chains, social media channels, and in plain conversation, they've been debunking the many lies which permeate our marketplace. They've done their homework to be certain they're no longer susceptible to traditional methods brands have been relying on for decades. Through ratings and reviews, they're making sure truths surface.
So, the chief disconnect. How do we help speed brands along to catch them up with the collective consumer conscience, behavior trends, and expectation set? How do we help them meet the desires of consumers who wish to be engaged, valued, and treated humanly?
Well, my dearies, there's been a North American and European renaissance in brand strategy and interactive marketing. An uprising, I say. All over, we're seeing likeminded thinkers emerge in clusters with a determination to bring creative excellence and strategic thinking to brands. In fact, there are so many of these little shops popping up that we had to name ours after Mike's first dog KIMBA because names like Prophet and Audacity were already taken!
We believe it's actually socially irresponsible, and just plain OFF TOPIC to launch a program, campaign, or product without a thorough strategy. The people can smell its absence from a text ad away!
Brands must be smarter and more deliberate when it comes to positioning themselves, offering value, and turning an empowered shopper into a lifelong customer.
This state of affairs excites us. We relish its multiple challenges and the fierce competition and opportunity it inspires. We like to partner with folks who are up for the challenge and who know they need to start thinking like strategists or expect significant loss of market share. Who's down to defy impending doom? #KIMBA