Exercise: Apple and iRack - parody or flattery? But the message gets spread...
Many marketers fear a loss of control when it comes to the digital spaces. The music industry was the first to feel the crunch at the hard end of piracy in the mid nineties, and since then, pretty much every sector has had to learn that in these new places marketers cannot control the message the way they have in the past. Arguably the risks are there regardless of whether the brand is making an effort in digital marketing, but remember that customers have loud voices and some will have no qualms about speaking their mind. A tiny minority may also have the tools to create content, or take content from other media and make it widely accessible; hence the viral effect... This North American comedy sketch was aired about the same time as Apple launched the iPhone. It's a great sketch, but through the web it's had the kind of super-distribution that many brands could never even dare dream of. At the Digital Training Academy we want your learning to be fun, so take a look at this link on YouTube, enjoy the film, and then reflect on the implications.
Exercise for academy participants:
1. Watch the video
2. Consider the context: Who is in control of the message and its dissemination?
3. Consider the implications: If messaging is out of control, then how can brands protect themselves?
4. Reflect on whether the need for more open dialogue with customers is something your firm needs to adapt to in order to take part in the new generation of marketing?
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