The keys to keeping up with today’s curatorial consumer
What’s the most critical thing you need to think about when planning any marketing narrative? Engagement, according to Kimberlee Wells, CEO at TBWA Melbourne and Adelaide. Wells, along with Ete Davies, CEO of Creative at Engine, and Karima Zmerli, chief data science officer at Wavemaker U.S., talk about how marketers can co-create with consumers and, ultimately, craft end-to-end content experiences.
Kimberlee Wells: One of the questions we’re always asking ourselves when we’re working through something is
Why would consumers care?
And if we can’t answer that question, then we shouldn’t be creating the work.
Ete Davies: The way I think consumer behaviour has changed when it comes to media consumption is
there’s more on-demand need from consumers. It’s not just giving people stuff on demand
but allowing them to actually curate and control what they consume.
We’ve had to adapt the way we work by paying more attention to how data influences the creative process.
Not just insights, but how we can respond to behaviour in real time.
Co-creating really with consumers, finding out what are people’s passions, interests,
what’s grabbing their attention, and using that to shape our creative storytelling.
The relationship with brand is polyamorous today. So there’s always two plus brands in the consideration set,
and it’s up to four and even up to seven in certain category.
It’s not about the brand of the product anymore. It’s about the experience.
And I think that’s a huge change in the way consumers evaluate and interact with brand
that makes us think about an end-to-end content and experience and media versus what we used to look at
as the media experience isolated from the channel experience from the point-of-sale experience.
Kimberlee Wells: Engagement is the most critical thing that we can think about when we’re planning any narrative,
any piece of content that we need to deliver to consumers. We’ve taught consumers how to screen out advertising,
because the advertising itself is always appearing in similar positions.
And so they’ve become used to being able to almost program their own media content.
So they lean in when they want to watch something, and they lean out when they don’t.
Which makes our job much more difficult. So engagement is critical.
If we can get that right, then the job is done.