Brands should only leverage digital platforms that help them engage with a target audience rather than attempting to be “everywhere” online, according to tech enterprise AKQA. Claudia Cristovao, Creative Director for the company’s Tokyo group, claims that a streamlined approach is critical for combating the challenges associated with content fatigue.
At the latest Adfest last week, Cristovao went into detail about the issue of modern brands posting content across social and other online platforms that will probably never be seen by anyone, much less the consumers whom they are actually trying to interact and engage with to drive positive customer intent.
While there is an ongoing trend of more automated processes for marketing and advertising, Cristovao believes that human input is still an absolute necessity for delivering content in the right place at the right time to maximise exposure and reach a much wider audience. She added that it is natural to get excited about the possibilities of new tech, but it is also important to not let these processes override the “meaning or impact” of content endeavours.
“I would say that tech in itself is meaningless,” Cristovao said. “Brands who know what they want to say and have a fairly good idea of whom they want to talk to will find the technology needed because the message will make the technology necessary. Either it already exists or they have to make the technology for that. It’s a more exciting way of functioning than trying to attach yourself to the latest technology for no particular reason.”
Central to this outlook is a more streamlined approach to the use of digital platforms for publishing content. The concept of having to be everywhere online is outdated, and Cristovao pointed to the success of brands in Japan that are focusing their efforts on Line, a popular instant communications app for smartphones and PCs.
Cristovao added: “I think that the brands that decided to downsize and focus already have a much better chance. Instagram is very interesting, particularly in Japan, where it’s growing rapidly and is still very fresh. It’s not that the possibilities aren’t there; it’s about who is going to have the agility to know what to do with them and who is going to give up this idea that they have to be everywhere, which was really not helping and creates the posts that go to die in cyberspace.”