"As the gap between brand inspiration and commercial transaction narrows in the digital age, we need to find new ways to engineer meaningful interactions between brands and consumers. For most brands this means customer engagement should result in a commercial transaction.
At Isobar, we call this a ‘Brand Commerce’ marketing approach. It is about creating inspirational brand stories through the creative use of technology that ultimately leads to a transaction.
Essential to this process is a deep understanding of the context of a user’s digital life, especially now the digital and real worlds seamlessly overlap. We need to understand and use each potential brand touchpoint in the journey – this could be on the move, on a train, in bed while on multiple screens, and so on. The key is to create a narrative that lives across these spaces, that is informed by well-mined data and insights.
Brand commerce could be described as a consumer journey split into two stages: Brand, the inspiration stage of the journey, and Commerce, the engagement or transaction stage of the journey. In a marketing agency world, the Brand phase wins the awards, and the Commerce phase achieves the KPIs.”
Read the rest of his piece on Campaign Middle East.