The old marketing model is failing. The traditional tools of mass marketing are clearly no longer working. Nor is using a variety of channels with the same campaign-driven persuasion techniques.
It’s clear that the new digital era has a profound impact on relationships between brands and people.
In recent years, with the rapid emergence of social media, avid online use in all countries and the popularity of mobile phones, relationships between consumers and brands are expanding beyond dialogue to an “always on” marketing ecosystem.
People now interact with other potential customers, friends, and brands within this environment, made more pervasive and dynamic by the increasingly common use of cell phones that double as in-pocket mobile computers. And consumers are less inclined to be passive participants in brand relationships than they might have been previously, choosing instead to make proactive contributions online that ultimately help shape the brand’s ecosystem.
The new model—fostering sustainable relationships—comes as a refreshing and rewarding change because it benefits several stakeholders simultaneously: employees, customers, suppliers, investors, and society.
We are Avatar and we believe that marketing that is interactive and relevant will build sustainable relationships – not just with customers and investors, but with employees, suppliers and society as well.