Direct-to-Consumer Landscape: How Challenger Brands Disrupt, Delight, and Drive Action

Major ad organizations and other business groups are pressing to derail a bill that would enable residents to easily remove their information from every data broker registered with the state. In a recent letter to state lawmakers, the organizations argue that the Delete Act (SB 362) would hinder a wide variety of programs and services, including anti-fraud initiatives, loyalty programs and public interest research. “If passed, SB 362 would negatively impact Californians,” 19 groups including the Association of National Advertisers, American Association of Advertising Agencies, California Retailers Association, Interactive Advertising Bureau, Los Angeles Area Chamber of Commerce and NetChoice. “Without data, companies would not be able to deliver critically important products and services consumers benefit from today, sometimes without even being aware of how this data supports their safety and enjoyment of everyday life.”

Want to make a huge difference in response across all your channels? In this fast-paced digital era, capturing and retaining customer attention requires a thoughtful and strategic approach. But sometimes, we create complicated marketing programs without a true understanding of the consumer or what we ultimately want them to do. The formula for great marketing is quite simple. We must DISRUPT their busy lives, we must DELIGHT with content that emotionally resonates and most importantly, we must DRIVE them to do something. Disrupt: Breaking Through the Noise - In today’s oversaturated marketplace, capturing customer attention is an ongoing challenge. Delight: Creating Content that Emotionally Connects - What is it you are truly selling? It’s not about the product and it’s not always about the discount. Drive: Creating Immediate Action - While disruption and delight are essential, your goal in the omnichannel world is to drive customers to act.

Agencies and clients agree that research-driven customer insights play an important role in the development of effective marketing and creative campaigns. At the same time, I’ll bet relatively few think of research as a creative process or discipline. The fact is, all research is (or should be) creative. The best researchers approach their work with an open and creative mindset that skillfully uncovers the information to successfully drive creative development. The constraints of time and budget—facts of life in the business world—should never be an excuse for missing out on insights that support business growth and lead to game-changing creative campaigns. much more at: https://www.jschmid.com/blog/all-research-is-creative/