Ever since I decided my major would be strategic communications, I learned one word very quickly: clutter.
Getting through the clutter in today’s world is a challenge, but it is something that must be done. The amount of information that consumers get on a daily basis is overwhelming, and can have marketers wondering if their message is getting through.
Recently I sat in on a presentation given by Joe Arcuri, VP of Beauty Care for North America at Proctor & Gamble. He came and spoke to students in my major at Butler University about brand building in the digital space. Here are a few of the points I think everyone in the marketing world should know:
Your competition is EVERYONE
At the beginning of his presentation, Arcuri shared with us different YouTube videos that all of us knew like the Manning brother’s football on your phone video and the videos with the voiceover animals. While these have nothing to do with beauty at all, which is Arcuri’s main focus at Proctor & Gamble, he used these videos to point out that since everyone is fighting for space, they are still his competition.
In the digital world people can avoid anything that you produce. As marketers our goal should be to capture people’s imaginations. Arcuri mentioned how great ideas come from human insights and don’t need explaining. They can just execute themselves. He gave a great example with Oral-B’s YouTube video “The Power of Dad.” The video takes YouTube clips of real people in real situations with their fathers. Ultimately, this idea is one that ties our relationships with our fathers back to the Oral-B brand. Something that I loved that Arcuri said in his presentation is to build brands that move people by making them think and then making them buy.
Learn a lot, spend a little, and fail fast
With the digital space being so fast spaced and constantly changing it is important to learn from your mistakes, but not dwell on them. The faster you can figure out what needs to change, the faster you can turn things around for the better.
While most of these are probably obvious to those in the world of marketing, or any form of communication for that matter, sometimes we all need a little reminder.