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Expanding channels of marketing communication—lead by the Internet and now wireless devices—are forcing a major shift in the marketplace by the promise of an instantaneous one-to-one relationship with the consumer. To effectively reach their audience, marketers have the challenge of communicating their marketing and branding through these expanded customer touch-points while delivering the most relevant message possible. This requires complex and targeted multi-channel efforts rather than simply relying only on the mass media of television and print advertising, as in the past. Even more challenging is the fact that today’s business environment is being defined by reduced headcounts, vendor consolidation, fierce global competition and shortened product lifecycles.
In order to stay competitive, relevant and ultimately victorious, marketers must develop and produce personalized targeted narrowcasts via the web and wireless devices, but must also not lose site of traditional media. Print remains an extremely compelling medium. There are emerging technologies to create more focused messages in print, through variable data and on-demand technologies. The result is that today’s print advertising offers demographically targeted or even personalized messaging through direct mail, catalogs, newspapers, periodicals, point of sales displays, outdoor advertising among others. Television has also become more targeted with the explosion of narrowly targeted cable channels.
To meet these difficult challenges, Marketers must be able to quickly create, produce and distribute a coherent, targeted message over these multiple channels, in chorus, while protecting and promoting a strong and consistent brand identity.
Chuckwalla provides the cornerstone to the foundation of the new marketing and branding organization. By having a centralized repository for all of the rich content that forms the marketing message and ultimately the brand, including product shots, logos, SKU numbers, product descriptions, etc., (the digital assets) marketing teams can closely communicate and collaborate to create a single, cohesive, powerful message that can be easily personalized for different channels within an ever shortening time-to-market environment. All members of the team creatives, producers, product and brand managers, executives, as well as outside design and ad agencies can literally be on the same page through the creation, approval, production and distribution process.
These digital assets are instantly available and in a media-neutral format enabling marketing executives to hit the ground running to reach their customers by building a strategic, multi-channel and highly targeted campaign with online, real time planning and approval processes and distribution. The net result is an instantaneous and consistent marketing and branding message available to each media, print, web, wireless, etc., that can be targeted to reach each demographic segment or individual customer or consumer.
Brands and marketing organizations that meet these challenges first are the ones that will be heard above the noise. They will win new and large segments of the marketplace, gain greater brand recognition and loyalty, while more quickly maximizing revenues. |
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