This presentation is particularly interesting concerning the current debate about the brand content. On this blog, we insist on brands who try to be useful, who give exceptional experiences. Faris insists in this way:“From ideas that are content to ideas that create content but… content is no longer enough, new marketing is solving brand problems by solving consumer problems”. [Update / it totally confirms what we said "Why talking about "brand content" is useless?"]
Many marketers wonder about the ROI of social media. When someone asks to Gary Vaynerchuk“What’s the ROI of Social Media?”, he answers “What’s the ROI of your mother?” and insists on the importance of human relations.
Here is a presentation about how a brand must act and stop thinking with the traditional ways.
“I also suggest that the problem with most [digital] initiatives today is that they are designed as marketing and by that inevitably will be perceived as a cost. If we are to see more money and more innovation being put into the digital and connected activities, we need to start helping companies identify, design and benefit from new business opportunities, not new marketing opportunities. In short: Digital communications needs to move from selling products to being products.”
AT&T, the largest provider of telephony in the United States.
What’s the utility?
During the popular event among tech lovers, SXSW’11, the company helped people keep connected by creating lockers in which a phone charger was included. Therefore, people could leave their phones or tablets in a safe place while it was charging. And then come back and use their device again to call, send sms, tweet the conferences, etc.
Similar initiatives have already been done all around the world. For example, telephony companies like Aircel or Airtel propose charging booths for most phone brands in Indian airports.
Those telephony companies understood that being useful and relevant pays off.
