Spending by fashion brands on print advertising has plunged in the past decade and shows no sign of rebounding before the next recession brings more crushing loss and despair. Wait, it gets better. Brands are still finding reasons to buy ads in magazines, even as digital rivals like Instagram transform the fashion industry, as Business of Fashion columnist Amy Odell explains in a recent post. Those reasons include the failure of digital media to provide an adequate substitute for print, the cultural credibility of magazine brands and the undervaluing of digital platforms by publishers themselves. That’s reason for hope among the major secular shifts in consumer habits. Smartphone-happy Americans spent 3.3% of their media consumption time on print products, compared with 44.4% on digital media, Odell notes. Click Read More bellow for additional information.
Most brands today understand they must deliver a complete 360-degree customer experience, with all marketing efforts aligned and working in concert. Yet, they’re often surprised that they’re still not connecting on a deep level with their customers.
What’s missing? Some brands have a certain something—an emotional appeal. They connect. They feel more HUMAN.
Watch this high-energy keynote session to find out why they do, and how to take the human approach to building brands.