Traditional marketing is dead. Gone are the days of brand building through ubiquitous TV advertising, billboards and Web banners. Consumers are now much more demanding in terms how they allow brands to interact with them. They don't want to be merely marketed to. They want to be entertained, educated, informed, and exhiliarated by the brands that touch their lives.
No one understands this fundamental shift better than Peter Abraham, who heads his own content marketing agency in Santa Monica, Calif. A graduate of UCLA, Peter got his start producing award-winning sports films, helping to popularize sports like freestyle motocross along the way. He also produced hundreds of commercials for brands such as Toyota, Ford, Honda and Target. In 2002, he was a producer on the acclaimed documentary, "I Am Trying to Break Your Heart: A Film About Wilco."
Peter doesn't make large-budget, global TV commercials anymore. He now works more intimately with purpose-driven clients, including many running organizations, to create experiental campaigns that engage consumers directly in their experience of the brand. It's part of a trend that he calls "The End of the Big Idea."
"It’s not about one big message anymore," he writes in this post. "Nowadays, brand success is much more driven by consistently good execution across many channels, mostly digital."
In this podcast, Peter and I sat down to talk about how marketing has changed in the digital era, the importance of storytelling, and the three elements that should be an integral part of every brand strategy.
Peter hit on similar themes in this TEDx talk he gave at UCLA on how businesses can be a force for positive change in the community.