This is great news for us as marketers, as we look to integrate technology and digital activities and to deliver a seamless and all-encompassing experience to our customers.
We can now delight consumers across multiple channels and devices and influence in ways we’ve never dreamed of before. We can really connect our brands to our customers; creating two-way relationships and deepening engagement through authentic, emotional connections. And this remains so important as customers continue to expect high value digital experiences: they want immediate value and will go somewhere else if we can’t provide it and provide it quickly.
Despite our preference for all things tech, we still love to experience things physically and value high-touch engagement when interacting with brands. Because we’re inherently social beings; we communicate with and trust one another and let’s be honest, trust our network of friends and family more than we trust big business and brands.
So, it’s not just what we tell the consumers about our product or service – it’s how we tell it and more importantly, what they tell each other. It’s what they share. It’s all about social connectivity: the strength of connection in communities of customers.
Connectivity that inspires
Connectivity is often misunderstood by marketers; it’s viewed as a mere application of technology that we need to navigate and to execute. But seeing connectivity from a technological viewpoint alone is missing the point somewhat.
It’s not just an enabling platform or the infrastructure that supports the overall marketing direction; a bigger-picture view of connectivity needs to be taken as its importance is far more strategic. And it’s where digital Out of Home content comes into its own and demonstrates how we can deliver clients the Unmissable content of Out of Home advertising with an integrated mobile, online and social offering.
Take AWOL for example. Produced by Junkee Media – our online publishing company – and in partnership with Qantas, AWOL is a native content platform and mobile travel title that personifies this all-important mix.
Targeting the 18-35 demographic – who research has shown place travel experiences at the top of their wish lists and who needed a bit of a nudge to change their perception of the accessibility of the Qantas offering – AWOL showcases sexy holiday hotspots, giving the audience the double whammy of information and inspiration needed to step off the well-worn track and brave the unknown.
Social amplification adds a little something extra
Supported by their Instagram, Facebook and Twitter reach, crammed with travel tips and hit-lists for the coolest cities around the globe, AWOL features stories from some of Australia’s (and the world’s) best young writers.
They create daily travel news, features and destination guides that combine photography, video and in-depth travel journalism to showcase unique places in Australia and around the world and give the advertiser the platform to create and showcase experiences that can be shared and amplified via social media.
It’s visual and video heavy, with lots of fresh content added on a daily basis, capitalising on the growth of short form social media video content to really engage with their audience and to inspire their readers to ‘get off the grid’ and seek new and exciting adventures.
Whilst the media landscape and consumer behaviour continue to change at an incredible pace, creating an end to end digital strategy which combines memorable content with key messages amplified through social channels, is a powerful way to increase consumer engagement and drive advertiser ROI.
Let’s get started!
Are you intrigued about the possibilities of delivering unique content across our market leading digital signage network on unique platforms and in innovative environments designed to truly engage with your audience?
Want to create an Unmissable campaign? Talk to one of our experts today.