Vail Resorts and Dynamic Branding
Here is a interesting video from Vail Resorts about how the decision cycle of their customers has rapidly changed. I think this is a great example of how companies need to adapt their marketing to be able to respond to what's going on in near real time. The days of a carefully planned message 6 months from launch are quickly giving way to being constantly dynamic with your brand.
Changing the focus of marketing
While the definition of marketing has always encompassed a large number of activities, it is the promotion and selling of goods that most marketing practitioners seem to focus on. Dramatic changes in communication are causing changes in consumer behavior. Along with all this change perhaps it’s time that the focus of marketing gets readjusted. Instead of tactics that are designed to sell and promote, why not focus on those that improve the customer experience? Instead of advertising agencies that promote business, why not have agencies focused on improving business? It’s amazing what that small shift in thinking does to behavior. The research, insights, and tactics are not that different, mainly just how they are applied.