Changing the Marcom Mindset (part IX) – Developing Your New Mindset

February 10, 2010

This is the last post in this series. I wanted to leave you with a list of things you can do to change your mindset about marketing communications.

Become an experienceologist – Spend time observing and thinking about what elements makes something a great experience. And then study the methods professional experience designers use to create experiences. When creating marcom experiences, think more like a game designer, theme park designer, or product designer.

See people as participants – Stop thinking of people exclusively as a passive audience. The user mindset is far different than the viewer mindset, and if you don’t adapt to the participant mindset, your work will fail to engage consumers.

Discard old ways of doing things – invent new ways. Too many agency practices were designed specifically to create one-to-many messages. Agencies need to introduce practices that promote making experiences.

Add human factors expertise to your agency – Human factors, usability, cognitive ergonomics, whatever you want to call it, agencies need a much better understanding of how people actually interact with technology and the world around them.

Think value and utility – Ad people have been conditioned to see themselves as artists, storytellers, and entertainers. Ad folk of the future will be charged with creating activities that provide true utility and value to consumers.

Incorporate marcom into the brand itself – Nike+ was a great example of extending the value of a physical product through information technology. Are there ways you can add value by extending the way people use your products?

Think long term – Because brand managers and CMOs are rewarded for short term results, we’ve fallen into a trap of short term thinking. Brand equity is snowball, and long term brand success only comes from developing long term relationships with consumers. Every activity you create should provide real connections with future activities.

Invite vs. interrupt – Transitioning from an interruption mindset to an invitation mindset is a huge challenge for most marketing people. Marketers who invite more than they interrupt have a much better chance of engaging more consumers over the long haul.

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