Empty13: Possible UK CEO Justin Cooke says brands must think of themselves as products to drive online engagement
Speaking as part of Empty13 industry conversation, Justin Cooke, CEO of UK for Possible has said that brands must consider themselves as a product when working across marketing channels in order to drive consumer engagement.
Discussing what he expects marketers to focus on in the coming months as part of Empty 13, Cooke, said that marketers much maintain the momentum and goodwill that has been built during 2012 through major events such as the Queen’s Diamond Jubilee and the Olympics, and also build on the bend of using mobile and social platforms.
“You can look at it from a perspective of there being lots of opportunity from a focus point of view and also maintaining a momentum, but you can also look at it from looking at how to exploit these emerging channels and how to engage with consumers across those,” he added.
He also discussed opportunities for brands to engage with consumers and develop their relationships; “Brand is a product, but also service and experience. If you add mobile and social to that and the plethora of channels now that we all have to engage on, what you have to do is to do think of the brand as a product in its own right across those channels and making sure there is a continuity across those.”
For more information and further industry interviews, see the Empty13 website.
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