{"id":753,"date":"2017-12-27T10:30:56","date_gmt":"2017-12-27T09:30:56","guid":{"rendered":"https:\/\/www.koniqa.com\/experience-maker-il-terzo-attore-lesperto\/"},"modified":"2019-06-01T23:35:51","modified_gmt":"2019-06-01T21:35:51","slug":"experience-maker-il-terzo-attore-lesperto","status":"publish","type":"post","link":"https:\/\/www.koniqa.com\/en\/experience-maker-il-terzo-attore-lesperto\/","title":{"rendered":"EXPERIENCE MAKERS: THE THIRD ACTOR, THE EXPERT"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">Let\u2019s recap.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>Consumers live the paradox of choice:<\/b> <span style=\"font-weight: 400;\">they now have many <\/span>more possibilities than in the past, but they are unable to elaborate and manage so many options.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>Brands keep on increasing the available options<\/b> to stand out of the crowd and attract the consumer\u2019s attention, but this very same strategy prevents them from building a cumulative advantage over time.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">In this context, there is <b>a third Actor, the Agency. What is its role<\/b>?<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">A common myth is that Agencies are expert about something. <span style=\"font-weight: 400;\">According to this vision, Agencies help Brands thanks to their expertise<\/span>. <span style=\"font-weight: 400;\">Let\u2019s name a few<\/span>:<\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">the <b>creative Agency<\/b><\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">the <b>performance Expert<\/b><\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">the <b>digital Expert<\/b><\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">the <b>social Agency<\/b> <\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">and today, more than ever,<\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">the <b>omni-channel Expert<\/b><\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">This interpretation, however, is generating a lot of confusion and it does not help in simplifying the Brand-Consumer relationship <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-362 img-responsive img-shadow\" src=\"https:\/\/www.koniqa.com\/wp-content\/uploads\/2017\/12\/ideas-creativity-planning-office-working-cafe-P7ZNBJG-980x480.jpg\" alt=\"\" width=\"719\" height=\"480\" srcset=\"https:\/\/www.koniqa.com\/wp-content\/uploads\/2017\/12\/ideas-creativity-planning-office-working-cafe-P7ZNBJG-980x480.jpg 719w, https:\/\/www.koniqa.com\/wp-content\/uploads\/2017\/12\/ideas-creativity-planning-office-working-cafe-P7ZNBJG-980x480-300x200.jpg 300w\" sizes=\"(max-width: 719px) 100vw, 719px\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\"><span style=\"font-weight: 400;\">The role of \u00a0\u201c<\/span><span style=\"font-weight: 400;\">Expert\u201d <\/span> has been highly important in the era of multi-channel communication, when the advent of digital comms has made the traditional system significantly more complex due to the need to manage a high number of new variables. <b>In complex environments, know-how becomes very important as it allows defining best practices.<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><span style=\"font-weight: 400;\">But an <strong>Expert is no longer adequate\u00a0<\/strong><\/span><b>in a dynamic and adaptive environment<\/b>, such as the one we live in. In complex contexts the relation between cause and effect is neither immediate nor easily predictable. <b>Best practices are less important<\/b> than experimenting, and experimenting retroactively leads to the identification of emerging practices, which therefore cannot be defined beforehand. <b>Implementation precedes strategy.<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Against this background, it becomes clear that <b>Agencies are there to offer Brands an ORIENTATION MAP<\/b>, a simplified explanatory model, which is not necessarily true, but that allows to \u201cuse\u201d reality.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">If so, this means that the model provides the guidelines to take decisions, identify the tools and the means to measure their impact, shape the thinking, simulate and try alternative scenarios for continuous improvement.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Let\u2019s recap. Consumers live the paradox of choice: they now have many more possibilities than in the past, but they are unable to elaborate and manage so many options. Brands keep on increasing the available options to stand out of the crowd and attract the consumer\u2019s attention, but this very same strategy prevents them from [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/www.koniqa.com\/en\/experience-maker-il-terzo-attore-lesperto\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":2,"featured_media":687,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"_links":{"self":[{"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/posts\/753\/"}],"collection":[{"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/posts\/"}],"about":[{"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/types\/post\/"}],"author":[{"embeddable":true,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/users\/2\/"}],"replies":[{"embeddable":true,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/comments\/?post=753"}],"version-history":[{"count":4,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/posts\/753\/revisions\/"}],"predecessor-version":[{"id":801,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/posts\/753\/revisions\/801\/"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/media\/687\/"}],"wp:attachment":[{"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/media\/?parent=753"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/categories\/?post=753"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/tags\/?post=753"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}