Creative Operations, Marketing Workflow, Marketing Project Managment

In today’s omni-channel marketing environment one of the leading challenges for brands is consistency; Consistency of messaging, of content, and ultimately of the customer experience. All of these elements should work together to help attract new customers and retain loyal shoppers — something aided by consistent messaging.

What are “Digital Natives?” Digital natives are a generation born into the digital technology age. While other generations (digital immigrants) remember organizing, planning and connecting with each other without mobile devices, computers or the Internet, Digital Natives have been using these technologies and the cloud since their birth.

Consumers are continually evolving, and this includes how they make decisions, which is faster than ever before. Profoundly influenced by the opinions of others, complete strangers. We live in a global world, connected socially within seconds of how information is transmitted, and we participate in an active marketplace where the one-size-fits-all approach to marketing has never been less relevant. Marketers are being forced to employ a variety of nuances that mean each marketing campaign is subtly different from country to country and product to product. Only through tailoring them effectively, can a marketing campaign become successful and genuinely resonate with these increasingly savvy consumers.

Imagine that you’ve just opened a regular newsletter from one of your favorite brands, and the first thing you see is a large banner with the company’s logo front and center. Having read the email and scrolled to the bottom, you click through to that brand’s Twitter account only to notice that the avatar features an entirely different logo.