Hovis knows best
The recognition of marketing as an autonomous business function is still fresh and evolving. Fundamental technological changes taking place in the latter part of the twentieth century saw the role ‘marketing'played in a company radically change. The birth and subsequent world domination of the world wide web meant that information regarding companies, services, products and brands no longer was presented to the customer in controlled form, the consumer had, at the touch of a button, the ability to seek information themselves, subsequently shaking up business strategies for the future. Strategy, the control and scope tool of an organisation is the lynchpin of business, harnessed in age old fundamentals and focused to achieve ‘competitive advantage'and subsequently superior performance over the competitors, now needs sit up and take notice of the new business world. Companies increasingly need to think outside the box when it comes to creating advertising campaigns in a modern and digital consumerist environment, campaigns that can be truly integrated and incite interaction from the new media consumer are key. The Hovis Farmer ad rolled out in April this year is a fantastic example of such, as the marketing campaign also includes social media, digital advertising and PR support. This type of integrated marketing approach marks the direction companies will need to move in in order to compete successfully in the future and using strong examples such as the Hovis Farmer ad will certainly go a long in aiding companies in maintaining and gaining competitive advantage in the future
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