Ipsos OTX: Mirror, Mirror: Love and the Fourth Screen - Shelley Zalis - MediaBizBloggers

quotMirror mirror on the wall who39s the bestloved screen of them allquotWith apologies to the Brothers Grimm the Evil Queen39s favorite media channel could be the most powerful platform in marketing communicationsWe as an industry are investing in media platforms of all kinds with the goal of building relationships between brands and consumers using every one of the various touch points at our disposal We talk a lot about a three screen world amp8211 television mass awareness computer customization and connection and mobile portability anywhereeverywhere amp8211 to produce a cohesive persuasive personalized campaign that resonates with our consumers39 lives and builds our brands How do we develop true connections in a pull rather than a push world How do we make quotyour brandquot become quotmy brandquot How do we create this quotlove connectionquotThe answer is simple just look in the mirror YOU and ultimately all of your friends are the fourth screen We can now go from the power of one to a network of a million in a matter of seconds and no extra media dollars Today is all about consumer empowerment Consumers want to be heard They choose how and when they find their brands They share their opinions and they buy what their friends recommend They create their own content and they shape their own products Brands can no longer control their consumersamp8230 they need to be invited guests AG Lafley of Procter and Gamble once said quotConsumers are beginning in a very real sense to own our brands and participate in their creation We need to learn to begin to let goquot The most successful brands today will be those that learn to engage with their consumers amp8211 both as individuals as well as communitiesThe fourth screen the human network is where the most lasting marketing takes place The fourth screen is what connects all other screens The human screen is what delivers the quotlovequot connectionAs Saatchi ampamp Saatchi CEO Kevin Roberts argues in quotLovemarksquot earning consumers39 love and engagement is the only way a brand can survive Think about it If you love a brand it goes from quota brandquot to quotmy brandquot Loyalty a sense of belonging and trust creates the bond that allows brands to make mistakes and be forgivenSo just remember in our digital quotpullquot world today quoticitizensquot are our most important brand advocates By having a quotlovequot relationship with our fourth screens we can be sure that quotconsumer screensquot will engage in open dialogue and share their opinions with their million best Facebook friends Ultimately our fourth screens will become our greatest sources of word of mouth and most viral advertising campaigns There is a reason why Ad Age chose the consumer as quotagency of the yearquot and Time Magazine dubbed the consumer as quotperson of the yearquot Influential I think soSo to be a successful brand today we need to operate with a new paradigm We can no longer push from the top downamp8230 we must pull from the bottom up creating relationships across the Internet universe and making sure that we capture the hearts and minds of our consumers through accessibility immediacy and personability The love is there just look in the mirror and you will live quothappily ever afterquotShelley Zalis has over 25 years of experience working in traditional marketing and advertising research companies In early 2000 Shelley Zalis founded OTX which in nine years has grown to become a top 18 global research agency with offices in Los Angeles New York Cincinnati Chicago Miami and London In January 2010 OTX was acquired by Ipsos Shelley now leads the Ipsos Global Innovation Center Shelley can be reached at ShelleyotxresearchcomRead all Shelley39s MediaBizBloggers commentaries at Open Thinking Exchange MediaBizBloggersFollow our Twitter updates MediaBizBlogger

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Ipsos OTX: Mirror, Mirror: Love and the Fourth Screen - Shelley Zalis - MediaBizBloggers

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