InsightsUncategorised

The quiet power of consistent consumer journeys

23rd Maio 2019
Photo by Jeremy Yap on Unsplash

With Cannes Lions International Festival of Creativity coming up soon, we’re looking at some of the themes that will be discussed at this year’s festival. In this article we’ll consider how important it is to provide a consistent experience for consumers.

Consistency, as a quality, is so often overlooked. It isn’t the most glamorous attribute or sought-after compliment, and if we were asked to describe ourselves in one word, it’s unlikely to be the adjective we’d reach for first.

Many quotes about consistency are actually quite disparaging and barely view it as a quality at all. Oscar Wilde even described it as “the hallmark of the unimaginative”. In our industry, too, brand consistency can sometimes seem a little pedestrian – the far less glamorous cousin of creativity.

Thankfully, for every Oscar Wilde there’s a Bruce Springsteen, who should know a thing or two about holding an audience’s attention. His take on consistency is much closer to how we should think about it:

“Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.”

Consistency doesn’t create a big bang, or make an instant impact, it exerts its steady influence day-in, day-out. Slowly, incrementally, but effectively, it keeps the bang of your brand ringing out and the impact constant.

Seamless as standard

It’s vital that brands provide a consistent experience for their consumers both in terms of their message and presence, across multiple media platforms and numerous global markets.

Capturing and keeping an audience is difficult and in today’s multi-stimulus world where consumers are being bombarded at every turn, one false move and they can be lost. An off-message note in a campaign and all the careful work on the creative concept can be undone.

A brand doesn’t even need to make a mistake to lose contact with their target consumers, a simple lack of presence can be enough. An absence of your brand at the right place at the right time can cause lost campaign momentum and risk brands parting with a chunk of their audience.

Successful brands know that a consistent, seamless consumer experience is not seen as exceptional or extra-special, it’s something consumers expect as standard.

Effective everyday engine  

Our ONE Delivery platform was designed to meet these expectations. By bringing every step of the ad delivery process together in one place, it gives brands the power to manage their entire campaigns from beginning to end. Controlling everything from one centralised point is key to guaranteeing a consistent experience for the audience however they engage with the ads – in online, print, broadcast, outdoor, whichever is their preferred touchpoint.

With in-built checking and optimising of every file before distribution, ONE Delivery gives brands the confidence that their content will arrive looking exactly the same as it did when it left them, at every destination. We provide the most extensive cross-media coverage in the world so their assets can always be in the right place at the right time ensuring brands keep their campaigns consistent across countries and continents.

So, while consistency may not be the most glamorous of qualities, we shouldn’t overlook it. For brands, it’s the everyday engine behind effective and enriching consumer journeys.

Can we help you bring consistency to your campaigns? Contact us for a chat about how we can work together.

 

 

You may also like

Pedir chamada

Conte-nos um pouco sobre si

Todo e qualquer dado aqui contido é processado de acordo com a legislação de Proteção de Dados. Todas as medidas de segurança possíveis estão sendo tomadas. Maiores informações estão disponíveis mediante solicitação à empresa.

Enviar um anúncio

Selecione o tipo de ficheiro

Todo e qualquer dado aqui contido é processado de acordo com a legislação de Proteção de Dados. Todas as medidas de segurança possíveis estão sendo tomadas. Maiores informações estão disponíveis mediante solicitação à empresa.

Pedir demonstração

Conte-nos um pouco sobre si

Todo e qualquer dado aqui contido é processado de acordo com a legislação de Proteção de Dados. Todas as medidas de segurança possíveis estão sendo tomadas. Maiores informações estão disponíveis mediante solicitação à empresa.

Our Platforms

Form Success

Thanks, it's been sent.