From Interruption to Engagement

September 29th, 2004

Linda Wolf, chairman and CEO of Leo Burnett Worldwide, offered her own assessment of the paradigm shift (in marketing communications), which she says involves exposure giving way to engagement, interruption giving way to permission, and broadcasting giving way to customization.
So reported MediaPosts Search Insider. A point of view that SMLXL has developed in some detail. And I notice that in the US there seems to be a groundswell happening in media and marketing communications, which is yet to truly arrive in the shores of Britain. But it will.
The post perceived these paradigm shifts thus:
Exposure to Engagement
Interruption to Permission (we would say engagement)
Broadcasting to Customization
For example, Change this have a manifesto on designing retail experiences for customers. Six Design Lessons from the Apple Store manifesto contains thought-provoking yet actionable strategic advice on designing and delivering compelling store experiences for customers. I thank Brand Autopsy for bringing this to my attention.
The 6 Apple lessons are
Create an experience not an artifact -
Honour Context -
Prioritise your messages -
Institute consistency -
Design for change -
Don't forget the human element.
The author of the mediapost David Berkowitz says

What this all adds up to is the best, most efficient way to deliver a breakthrough experience. Can it be done by broadcasting interruptions for maximum exposure? Sure, and many advertisers go that route and get by. What about a customized program to engage an audience that granted permission? That seems to make quite a bit of sense.
The tools are there. Use them, and break through.

SMLXL have identified that that the tools are there. They are all and every type of media, combinations of paid for and non paid for media, digital platforms, call centres, 3 dimensional design. Its all there to be used to generate powerful efficient communications.
The big question is what is the creative glue that sticks these things together? What is the higher calling that breathes life into the "plumbing?"
Who does this type of thing?
SMLXL describes the "creative glue" as Creative Assets, that bring lighthouse identities to businesses and brands. One has to start however with what's the business problem and then decide what outcome you want before you decide on how to design your marketing communications platform.
Additional reading:
Changing the rules, changing the playing field
The new bottom line
The challenge of customisation, operations and marketing
The co-creation principle
The Revolution will not be televised. New models of marketing communication