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Advertising Week: The last mile reimagined

Matt Gee of Isobar, Tia Castagno of Vizeum, and Ben Wilson of Youtube hosted a seminar exploring how technology is transforming how we use, experience and select brands and services. 

In an increasingly hyper-connected world, advertisers have had to reassess "the last mile". No longer are interactions purely transactional, rather every point of contact is a storytelling opportunity and a relationship building exercise. This is a direct result of the newly empowered position consumers are in. Services and brands have shifted towards an on-demand availability enabling consumers to chop and choose between goods at their own discretion. 

Brands that fail to react in a timely manner to this change are ultimately open to being “disrupted” by digital-first “disruptors.” High fashion, Hollywood and consumer electronics were all identified as industries that are struggling to adapt to this evolution.   

Burberry typically have a six month delay between showing their new line on the catwalks and the availability to purchase. This is at odds with the technology-stunted attention span of modern consumers. As a result, Burberry’s lines have become seasonless, and are now immediately available to consumers to purchase.

Big Hollywood movies are so much at the mercy of directors, actors and producers it can be impossible for studios to react to consumer voices. Netflix has changed all this with their own brand of “consumer-science” to become the new kings of content.

The consumer electronics market has typically operated under the mantras of “add more features” or “make it smaller,” to the detriment of accessibility of products. Go-Pro produce wearable cameras for the consumer electronics market and are now leading the marketing efforts in this industry. 

The lesson in all of this is that brands must stay relevant, and the only way they can do this is to ensure that they reimagine the last mile. 

By Tariq Muman, Mindshare UK, reporting live from Advertising Week