A Story of New Media, its Smart users & A CHAIR !

Last Thursday I was Attending a Seminar (rather an expert panel discussion) by @Adgully, a leading advertising news aggregator (as audience not as an expert, mind it!), the topic covered was “New Media & the rise of the Smart User”.

The panel was a mix of Brands & Digital Media bigwigs. (would say, they themselves were the smart users as well as the implementers of the new media)

Amidst the discussion a very interesting analogy struck my mind, and to me it fits in pretty well as a new media strategist who is working across the brands to help them reach out to their respective smart users in a way which is mutually beneficial.

In this new/digital media world I expect the users will embrace a brand that will provide them with a comfortable chair to sit on. (Hope you got the analogy I’m referring to :))

Yes.. what I’m referring to is a comfortable CHAIR !

Our objective should be to create a strong & balanced 4 legged CHAIR with an extremely comfortable seat, which once customer occupies feels is glued on to it not because it has strong glue on it but because they experience of the brand while sitting on this chair is enriching for him/her.

1st leg – Integrated plan for a Dialogue (not for communication only), New/Digital Media is quite potent in that

2nd leg – Right content i.e. array of elements like, banners, emailers, videos, posts, blogs, SMS, website etc.

3rd leg – Digitisation of the end to end processes (as much as it can be made), new media is not only the advertising but much more than that from digitisation perspective.

4th leg – Powered by a right level of data analytics (if content is king then these data analytics is surely they queen.. because behind every successful man there is a woman)

All these 4 legs are ably required to create this CHAIR with the cushiony seat i.e. an effective mash of these 4 basics, which will help in providing an awesome and long-lasting experience to these smart users with the brand.

There needs to be an unrelenting effort from brand’s end to ensure that all the 4 legs of the CHAIR are strong and balanced which user can occupy for a long period, otherwise the user can easily tumble and slip away with a bad-bye to some other brand.

Hope this CHAIR fits in pretty well across the category of brands.. other wise let's discuss !