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Omni-channel is a reflection of the choice that consumers have in how they engage a brand.

David Newman 

#forbesmagazine

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Evolution of Marketing

The evolution of marketing has altered consumers’ experienceand relationship with advertising to be more inclusive and ubiquitous. In 21st century society, marketing monogamy is a thing of the past as marketers adopt new methods of reaching their targets. These new methods involve implementing a multi-channel approach that is more focused on the total experience of a message rather than the message itself. From smartphones to the desktop, consumers are now receiving an omni-channel experience and a new way to interact with ads. David Newman, a contributor at Forbes Magazines, wrote in his article on the omni-channel experience that “omni-channel is a reflection of the choice that consumers have in how they engage a brand.” Consumers can no longer sustain valuable relationships with brands that do not allow for interaction and engagement across multiple touch points. Imagine a first date that went amazingly well. Now imagine your date dropping you off at the end of this seemingly perfect evening and saying to you “I have everything you need to be totally happy and fulfilled with one person for the rest of your life…but… see you never.” This is what it would feel like now if traditional forms of television broadcasting were still the only channels used to engage consumers. When consumers can not pursue their initial spark and connection with a brand, they are faced with feelings of frustration and rejection, eventually moving on to a brand that can be there for them. A fatal mistake therefore, in today’s world of marketing is undermining the importance of connection between brands and their consumers.

           As marketers throw away the outdated laws of monogamy, consumers are still thriving for a sense of connection. One brand that I have followed for many years and believe to be ahead of the curve in terms of connecting with its consumers is rag & bone. This ready-to-wear company is exceptionally innovative in its marketing efforts and knows how to add value for its consumers in a way that is meaningful for them. As one example, consider rag & bone’s DIY campaign. The DIY project is a campaign that eliminates the use of stylists and make up-artists - “just a girl and her camera. And a rag & bone.” This project was intended to redefine what it means to be beautiful in the fashion industry. Along with the project’s great success in altering traditional ideologies of beauty, however, this project turned into an effective marketing campaign that resonated with consumers on an emotional level. The DIY project utilized the omni-channel approach to marketing and reached consumers through twitter, Instagram, YouTube Facebook, print ads, TV etc. This allowed consumers to follow up with their first encounter of the DIY project and share their own DIY photos through social media. Rag & bone found something of value to its consumers (the promotion of real beauty) and gave them multiple platforms to personally engage with it. To me, that is what makes great marketing today.

[blogmeghanlorito]

Either I will find a way, or I will make one

Philip Sidney 

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Beginnings

Initially from Toronto, I moved to New York City to pursue a career in Fashion Marketing. I say yes to all opportunities, especially those that scare me. I consider myself a mover: a person with a restless pursuit of success.