The ability to catch the consumer’s eye has become far more than flashy neon and holiday sales. As consumption becomes more digital and discerning, targeted offers to calculated demographics become so 2012. Getting and holding the consumer’s attention is now about engaging at the time and method of the consumer’s choice.
Likewise, creating brand loyalists involves moving from those first engagements to fan-level excitement. It sounds great but takes a very deft touch and very smart systems to engage in what Gary Vanyerchuck calls, “The Stream Economy.” In his own words, “The speed of the world is much faster and the skill-set and the understanding around the content are the biggest stakes in the marketplace.” [Read more...]