With digital becoming an integral part of our lives, brands have followed their consumers onto the digital platform; however, many marketers are still struggling to understand this space. Giving a quick lesson on how to tackle this space is Tyler Bryson, General Manager – Marketing and Operations, Microsoft SMSG India, who delved on the topic ‘Re-imagining marketing in a digital world’.
Bryson noted that though the consumers’ relationship with technology has changed over the years and become more personal, it is becoming increasingly difficult to capture the attention of the digital consumer, living as they are in an attention (deficit) economy. What also makes this task even more challenging is the fact that there are multiple components and platforms to be kept in mind while targeting these consumers. So how does one break through this clutter?
Bryson believes in the power of a brand. He says mobility, social computing, cloud computing and Big Data are the four main technology trends to focus on.
The emergence of multiple devices and platforms has created more sources to collect data, and this will impact the marketers’ decisions going ahead. Another important facet is the role that technology will play as it gets infused in our day-to-day life, changing the way we live and work. Bryson mentioned some key pointers on how Microsoft has re-imagined its marketing:
Re-imagining how brands come together: Skype, Bing and now Nokia – these are just some of the powerful brands in Microsoft’s over $20 billion portfolio. Bryson says the big challenge is to create a breakthrough within the sea of brands. He says that the key is for brands to maintain a consistency and unify experiences across all platforms and devices.
Re-imagining role as a challenger: Marketers needs to always think of themselves as challengers as this mindset enables the brand to not just do more, but do things differently, and in turn create a differentiator.
Market experiences and not products: This is another key differentiator and a unique value proposition as focus here is on improving experiences.
Reimagining how we show our story: The emphasis here is not on telling, but showing the story. Bryson believes that showing people what the company and brand does, empowers consumers to not just know about the brand, but also visualise what the brand can do for them.
Finally, Bryson re-iterated on the convergence of IT and marketing and noted how the move in this direction has already been made with the creation of a new role in many organisations – The Chief Marketing Technology Strategist.
Tyler Bryson was speaking at IAA Global Marketing Summit, in partnership with exchange4media, being held in Mumbai today.