A great white paper by Neurofocus studying the different levels of attention, emotional engagement and memory activation in consumers heads’ when shown advertising on different online platforms (Facebook, New York Times & Yahoo).
The key is to break down the tyranny of titles and find out who our slightly batty geniuses are. Simply because an individual has the title of “account planner” or “research director” or “CMO,” for that matter, doesn’t make her an expert analyst. In my experience, planners and researchers tend to be puzzle doers, not mystery solvers.
However, there are people who are just naturally good at solving mysteries. Generally, this skill correlates with high IQ. They may come from the accounting department or the creative department or the media department or the sales department.
We need to identify these people in our organizations. Before spies are sent out, these people need to be exposed to all the information that exists and allowed to weigh in on the questions we’re all trying to solve.
In short, the hard part of solving marketing problems is not getting more information, it’s figuring out what the information we already have means.
“Today’s ideal social form is not the commune or the movement or even the individual creator as such; it’s the small business. Every artistic or moral aspiration — music, food, good works, what have you — is expressed in those terms. Call it Generation Sell.”—The Entrepreneurial Generation - NYTimes.com
This is where a lot of agencies need to change their processes and perhaps even their structures - whatever helps them think in an “always-on” way. Even the term “campaign” is controversial. Brand communications now are much more akin to an ongoing narrative that is constantly evolving, with consumers each having a part in determining the direction of the story.
Catching Up with Consumers, Campaign Magazine 11th Nov 2011