We are living the most interesting time in marketing communications, ever. Sure, the golden days at Madison Avenue had a profound impact on the industry and a few decades later the rise of digitalization changed the way we communicate for good. But never before has the change been so rapid and robust as it is today.
In a recent Kauppalehti interview, Simon Clift, former marketing head at Unilever, stated that the three most important challenges facing a marketer today are integration of sustainability to communication, multi-channel communication and increased global competition for an increasing amount of companies, large and small.
Some find this scary and confusing, we find it immensely inspiring. Consider this: Angry Birds has reached 500 million downloads in 2 years, African Star (Afrikan tähti) took 60 years to sell some 4 million games. Finnair reaches millions and engages hundreds of thousands of potential customers through cost efficient global crowdsourcing initiatives and Marimekko conquers the US using only digital and earned media.
Yes, the world is more complex and we have gone from mass communication to mash communication, but we see more opportunities for Finnish and Scandinavian companies to make a global mark than ever before. You do not need a huge budget, you need some clever gutsiness.
In the future, this blog will examine the most interesting developments within paradigm shift from bought to earned and owned media. We will discuss issues such as communication innovation, crowdsourcing, industrial branding, integration, digital conversations, engagement and many more. We will do this predominantly through the spectacles of Finnish and Scandinavian industries and brands bridging global trends and local needs.
Author: Fredrik Heinonen