laser-guided shotgun blasts

a colleague brought a great article to my attention. as recently seen in AdAge, Brad Jakeman (CCO at Activision), talks about how marketers need to think of themselves as content producers. i continue to thit the same topic with our clients. you have to shift your model, no matter the business you are in, to act more like a publisher. i continue to be amazed at the irony of publishing businesses in chapter 11 when so many traditional businesses need to be adopting everything they have been great at for the last 50 years.

Brad says…

Media is giving us an enormous ability, and more and more channels, to reach consumers. The irony is that in an environment where there are more and more channels to reach the consumer, it’s never been harder than it is right now to engage the consumer. The step before consumer action, which we all hope to get, is consumer engagement. And consumer engagement is driven by innovative, fantastic content that stands out from the rest, captures the consumer imagination and differentiates the brand.

We are living in an age of content, and if advertisers and marketers start thinking of themselves as content producers that are tasked with engaging consumers around their brand, that is a much more enlightened view than people who think of themselves as disseminators of the information that the company wants consumers to learn about their brand. If you’re creating amazing content, consumers will find you and they will engage with you. The “Bike Hero” viral video (spoof on “Guitar Hero” last year) got over 2 million hits and had people spend like four minutes watching it. That’s the new model — it’s creating compelling content that draws consumers to you as opposed to crappy content that you push out and impose on broad-scale media.

the result, you have to be as broad as you need to be. immediately after you take your shot, every communication you’ve sent needs to be laser-guided so it reaches its mark in a meaningful way. the further away you are, the broader your blast, but the less likely you can pull you individual pellets on-course.  a matter of relevance and understanding the customer. perhaps there’s another dimension worth considering in addition to how compelling your content is (which i’d certainly be selling if i were in the video game business and had that strong advantage). the other consideration is proximity to the customer, the closer you are (the better you understand each other) the more likely you are to serve up the right content at the right time.