At university my degree entailed a heavy amount of theoretical standpoints about advertising, the media, and cultural consumption. From the dated Marxist notion of capitalism to postmodern notions of psychoanalysis and emotion, these theories have played a huge part in my understanding and analysis of our contemporary consumer culture.
The consumer is increasingly becoming the most powerful figure in the world of integrated communications. I like to think of the consumer as the Queen on a chessboard - the most influential piece, threatening the decisions and moves of the others. If advertisers make a wrong move then the game could be over.
The key is understanding the customer's journey in order to deliver a more targeted and relevant delivery. With the visually saturated world that the digital phenomenon has evoked, simply creating eye-catching ads on any platform particularly online is not enough to keep consumers engaged. Creative brand experiences should be implemented after the first point of contact with an ad in order to support the communication strategy. One element I believe to be key in fulfilling this role is blurring the boundary between fantasy and reality. Creating an experience which takes the fantasy concept from the TV or online and making it a physical experience in the everyday life of consumers. In addition, consumers should be given a motive to interact and engage with brands to create an emotional and personal drive. The Nike Human Race (North vs South) is a great example of this .
It is important to keep the consumer engaged at every point if contact with a brand to build a strong connection and to facilitate a conversation between individual consumers and consumer clusters who share the same values, ideas and beliefs.