Digitisation, progressing ever more quickly, offers fascinating new possibilities for marketing. Never before has it been possible to get so close to customers outside the POS and reach them without any wastage. But this new digital proximity also requires a change of approach if it is to work. Less promotional, but more appreciative. If you want to reach the final click for a decision, you have to communicate at eye level, take the person addressed seriously and speak their language. That’s why, in addition to smart technology, we also need smart storytellers and visual magicians who, with what they create, hit the emotional bullseye dead on. You can also fall in love with brands at the first click. Whether anything more comes of this is decided by a content strategy that always feels as though it had been developed just for you alone.
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