Whether you’re doing a print ad with a QR code, updating your brand’s Facebook page, or rigging for SEO, all of the instances of marketing that you create will ultimately be seen in a unique location by a unique viewer.
People always encounter marketing in a specific context. Subsequently, marketers need to anticipate what that context is, in order to engage and connect more deeply with it.
Campaign and brand experiences can and should be integrated across physical space and multiple objects – the impact of multiple brand engagements has been proven to deliver positive results. Strategists need to make certain as best as possible that the chosen medium and messaging tactics accommodate and compliment people’s unique identities, activities, and location.
How can marketers get this mix right? By thinking it through.