Today we bring you a guest post from BJ Kito. Kito is VP of business strategy and general counsel at Digital Surgeons, a full-service agency driven by the relentless urge to move brands forward.
When planning marketing strategies, we often overlook the importance of delivering ROI to consumers (yes, consumers). Brands always want to know what their expected return on investment is, but consumers expect a return on their own investment as well—and we’re not just talking discounts or promotions. In their case, it’s a return on the time they’ve invested to interact, engage, share or converse within their social communities.
Content Still King; Context Anointed Queen
In the near term, we’ll continue to look at consumers as belonging to different micro-communities and position brands within those communities for sharing and discussion. But as tech makes our lives more and more interconnected, these communities will be flooded with marketing messages.