Compelling marketing helps consumers remember a product or brand through generating an emotional response. It also seems to be the marketer’s panacea in today’s world of rapidly changing technology.
Given advances with the Internet and smartphones, one challenge for today’s marketers is a more discerning consumer with a shorter attention span.
There are three ways in which technology has fundamentally changed how marketers talk to prospects and existing customers, according to Ron Tite, a branding and creativity expert and president of The Tite Group.
First, the cost of producing marketing content has come down. Everybody has a super-computer in their pocket and can make production-quality videos. Second, the Internet and social media provide for global and instantaneous distribution.
“What you end up with is the third thing, which is the desire to create and consume niche content,” Tite said in a phone interview.
