The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World

The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World

Call it the digital generation. The iPhone-toting, Facebookhopping, Twitter-tapping, I-want-what-I-want, how-I-wantit generation. By whatever name, marketers are discovering that connecting with today's elusive, ad-resistant consumer means saying goodbye to 'new media', and hello 'now media'. Featuring exclusive insights and inspiration from today's top marketers as well as lessons from some of the world's most successful digital marketing initiatives, this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book The consumers of yesteryear—a captive audience glued to "mandatory" commercials during a weekday sitcom—are long gone. Today's consumers dodge ads whenever they can, watching streaming video, immersing themselves in online content, and becoming more and more removed from traditional advertising. And today's marketers are desperate to connect with this elusive, increasingly ad-resistant consumer republic. Madison Avenue has had to struggle to keep up, and Mathieson (Branding Unbound ) has excellent ideas for how it can. A brand is a story, and it's a company's job to find a way to make it compelling. Advertisers need to start thinking more like programmers, considering more creative content for their audiences. The most successful campaigns of late have spoken to consumers in a way that's interesting and engaging beyond the scope of the product itself (e.g., Burger King's Subservient Chicken site) or possess shock-value (e.g., Dove's Campaign for Real Beauty) or provide entertainment beyond the scope of the hard sell. Through persuasive arguments and q&a's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas. (Apr.) - Publisher's Weekly With a relentless onslaught of new online promotional media that go way beyond old-school websites, banner ads, and email blasts, consumers are just tuning out marketing initiatives that don’t appeal to their increasingly connected, digital lifestyles. A world of quaintly interactive HTML and Flash-based “new media” web experiences has morphed into a digital universe of augmented reality, advergames, social networking, and virtual worlds—one that’s highly personalizable and uniquely shareable. And now that consumers are actively creating and participating in communities of interest (everything from politics to kickboxing to Kim Kardashian), building brands in the digital age has come down to a single word—“experience.” And on Madison Avenue—and for many marketers—it’s getting hard to keep up. So what’s the secret to marketing to those weaned on TiVo, Facebook, smartphones, and Twitter? Goodbye “new media”; hello now media. The On-Demand Brand presents an inside look at digital strategies being deployed by brands like Burger King, BMW, Doritos, Sears, Pizza Hut, the NFL, and others, getting to the root of what works—and what doesn’t—in an age of immediate, malleable, and very social real-time media. Today, companies such as Warner Brothers, McDonald’s, Unilever, Kellogg’s, and others have succeeded in moving beyond the first wave of viral video, social networking, user-generated content, and mobile marketing campaigns, and are now thinking much bigger, bolder, and far more bodaciously. Revealing the 10 essential rules for building on-demand brand experiences, this book shows you how to build awareness and demand for your offerings by honing in on the right combination of digital channels and interactions for your brand. Filled with insights and advice from some of the most innovative minds in marketing—including Alex Bogusky, cochairman of Crispin, Porter + Bogusky (and Adweek’s “Creative Director of the Decade”); Laura Klauberg, senior vice president, global media for Unilever; and Mike Benson, executive vice president of marketing for ABC Entertainment—and tons of practical tips you can use for your own marketing initiatives— The On-Demand Brand is required reading for anyone trying to stay ahead of the curve in this brave new “on-demand” world. You’ll discover: • How Showtime, MasterCard, and NBC have literally redefined “viral video” with highly personalizable video content that astonishes those who experience it, while supercharging awareness and demand for their offerings • How Burger King, Coca-Cola, and Axe Deodorant have hit pay dirt with “advergames”—branded videogames—which have directly and dramatically boosted sales of their products • How Fanta, GE, Papa John’s and T