Jill Smith, CEO of Iris Americas, argues that brands must shift their focus from traditional advertising strategies to community engagement, encapsulated in the '3Rs': reach, role, and relevance. With consumer attention waning and media costs surging, brands can no longer buy influence through conventional advertisements. Instead, they need to become a part of engaged communities that share values and create organic advocacy. The success of community-driven strategies is evident, as shown by sell-out sessions at SXSW, reflecting marketers' drive to authentically connect with consumers through cultural participation.
Today’s consumers expect more than just a brand with a voice; they want a brand that actively participates in their world.
The brands winning today aren’t just broadcasting messages - they’re embedding themselves in real, engaged groups of people who share rituals, values, and culture.
In the past, brands paid for reach, but as 79% of consumers barely notice advertising, the focus needs to shift to community engagement.
At SXSW, Iris's community-driven brand growth session sold out twice, indicating marketers' eagerness to embed their brands in culture rather than just advertise.
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