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| Article: TOBE - Towards Global Solutions |
When we think of internet our thoughts immediately go to design, website,
email, electronic commerce, banners, et al, with every one of the
possibilities we have available to create campaigns... where is the customer
of our client and our client itself between all these theories, methods and
strategies?
When a campaign is planned for traditional media, sometimes it receives
support with online strategies... and the customer remains out of focus.
This is influenced in part because the advertising objective differs from
the Internet one, and while one is focused into creating branding for a
product (brand sense), the other is focused in the creation of customer
relationship and a good user experience (business sense.)
It is evident we need a new way to take advantage of these
two different media. Implementing a fusion of offline and online strategies
is the task that will take place in the short and medium terms. Nevertheless,
any kind of efforts done to reach this vision will require more than
specialized employees.
We need to conform a team to take advantage of a wide
vision to offer global solutions. We need creative and talented employees
with enough knowledge to analyze and offer a solution for any kind of project
a client might have or for any campaign objective.
We need employees thinking
big, taking logical risks, and up to date with the trends and new
characteristics of the markets.
What we need is a strategic and global solution that is focused into implement
a fusion of online and offline projects. A solution that is capable to move
and to make work in conjunction these on and off channels.
We need, in fact,
a Total Overall Brand Experience allowing us to get and offer support for
offline campaigns and, at the same time, suggesting programs to be developed
offline to create a bigger impact, to increase the market share level, and to
reinforce positioning.
Figure 1. The Fusion of Strategies to reach two different media –
Generating a new way to attain project objectives and satisfy customer needs
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