Tactical advertising: The secret of big strategy today lies in clever tactics
In the US in the 1980s, an ad run on three television networks would reach 80% of consumers. Today some segments don't even consume media on TV. A Newsweek study showed the average digital native cycles through 27 media outlets every non-working hour.
So it is not surprising that more companies are looking to deploy marketing's special forces to deliver a tactical, real-time response that cuts through in a multi-screen world. Today's restless consumer is a moving target, constantly searching for the next great thing. Context and need-state vary widely by audience, so how can we rely on anything but flexible tactics to really reach them effectively?
'You can still dunk in the dark', Oreo's quick-witted tweet in response to the lights literally going out, took the plaudits at last year's Super Bowl. It was short, sharp, and clever – and it achieved unprecedented cut-through in one of the noisiest marketing arenas. But it's not an approach that will be found in any marketing play book. Oreo's opportunism and bravery highlighted how a single, smart execution can win the day over carefully crafted commercials months in the making.