Is the brand website becoming an archaic idea, at least as a communication vehicle? Given the content overload in the environment isn’t it wishful thinking to expect people to troop to your website or download your app unless they desperately need to? Wouldn’t it make more sense therefore for marketing engagement to happen at places that are part of the organic flow of people’s lives? Also, given that the digital age demands and allows marketers to have a disaggregated view of segmentation, shouldn’t content be created and distributed across a multiplicity of communication platforms and properties appealing to a wide variety of segments?
So, what could other brands learn from this?
First, that there is an opportunity to meaningfully reach out to multiple niches and segments by creating sharp-focused content that they are interested in, at the places that they frequent.
Second, the only reasonable way to create lots of micro-content is to collaborate with people who are already doing so – and make the brand a platform for their content.
And third, that while brands need to be clear and firm about their core values – they would have to be somewhat less rigid about how these values are manifested through content.