Three factors have an overwhelming impact on marketing today — the consumer, connectivity and change.
“Just when you think you know what will happen, you don’t know anything,” said Lor Gold, chief creative officer, Rivet Chicago.
Change is never easy, he told attendees of Chicago DM Days on Monday, during a keynote presentation.
The three catalysts for change are globalization; time, or lack thereof; and technology, which is often moving so fast that marketing can’t keep up with the ideas and products that need to be sold.
Communication that is relevant to a consumer’s needs is the imperative, said Yvonne Furth, president and COO of Rivet. Part of that equation is getting word out to the consumer quickly. Information now circles the globe at lightning speed, she said, citing as example how quickly the whole world knew Britney Spears had shaved her head — and saw the photos to prove it.
Furth noted that recent research shows 75% of all television advertising is skipped. However, there’s much more advertising content that consumers are choosing to view, primarily online.
Marketers need to become attuned to sites like YouTube and other social networking spaces, where consumers are creating the content, he said.
Rivet, a spin-off agency of Draft FCB, was formed in January.
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