St Edmonds Lab is a new strategic facility within NetX (find out more about NetX here). We help clients navigate the opportunities presented to them by emerging digital channels, forging new ways to communicate with consumers. Currently we are focussing on areas such as online communities, social media, mobile, virtual worlds and gaming and in active conversations about how major brands can better understand and leverage these frontiers of communications.
Marketers are beginning to recognise that consumer attention is shifting and fragmenting across these new media forms, and that even the definition of media is constantly being challenged. The boundaries of communication, content, experience, technology and advertising are not only blurring - they’re becoming extinct. But it’s not enough to just embrace this recognition. And it’s probably not a good idea just to charge in demanding “I’m here, I’m ready, eat my ad up!”
At St Edmonds Lab we’re getting busy developing and articulating a better understanding of how to communicate effectively in these new environments. It seems these are pioneering times (again!) and those willing to embark on innovative campaigns of measured experimentation have the opportunity to uncover new ways to engage with their audience. On this blog we’ll discuss many of the interesting ways this can happen, and offer our perspectives and analysis. Given the format we hope you’ll take part too!
