Brands2me

The 'brands-2-me outlook' contains a simple thought about marketing efficiency at its heart - that brands should smartly engage with ‘me' as an individual 'me' or as 'me' as part of a defined cluster of 'me's' sharing a similar interest AT THAT MOMENT IN TIME. At that personal moment of media 'consumption','Me' is potentially 'in-view' or 'in-market' for a contextually creative message, contextually placed in front of 'me'. BUT - the message has to tick both of these needs to be truly 'brands-2-me' marketing. True brands-2-me marketing is combined contextual content AND contextual placement for 'me' Using only TV programming as a proxy for finding your in-market brand audience is not affordable for all brands and in any case is so old-school even for tightly niched brands. A more apt outlook to plan with could be characterised as 'through-the-line TV' with an integrated bias towards creating tiered native brand content for tactical placement opportunities from top to bottom of the marketing funnel, driving marketing efficiency via direct marketing actions targeted at conversion or transaction. And 'me'. So that can be a pure brand awareness communication at the top of the funnel or a contextually relevant activation or transaction call-to-actions at the sharp-end of the funnel, the moment of truth and ROI. Understanding how all this rolls up into something brands can understand and use for themselves, is accountable and transparent, and opens the way to first party relations with all the relevant 'me's' out here, means that brands have to embrace the 'brands-2-me outlook' and take control of their brand direction through direct marketing action to consumers. Brands with the vision to go ‘over-the-top' of their agency 'media gatekeepers' can embrace the marketing efficiency benefits of transferring in-house all this 'smart knowledge' and 'practical expertise' and boosting their own first party data driven insights and understanding.