“Whether we like it or not, the communications world is rapidly changing, and this is heavily effecting the advertising and marketing community. There must be a massive shift in the way we communicate our brand message. We must build relationships and grow our brand through unique selling points and complete transparency. We must build relationships with our potential customer regardless of our product or service.” – ABC Creative Group
Hi there. My name is Holly. I grew up in the era of social and emerging media. I scarcely remember the days when we didn’t have internet in the house (probably because I was only 4 years old). I had to actually wait until I was old enough to join Facebook. I’m glued to my smartphone. My generation is entering the workforce and we will soon be the primary purchasers in the United States. Marketers must pay close attention to how we consume and interact with media. Why is it important?
Some forms of “emerging” media, as classified by certain individuals and groups, aren’t really even considered new or “emerging” technologies anymore. This just goes to show how rapidly technology evolves.
Just take a look at this timeline from Target Process to see what I mean:
Think about it this way: In the past, consumers would hear radio advertisements, see television commercials, and gloss over print ads in the Sunday paper. Nowadays we see hundreds of ads per day: On the Internet, on our favorite free mobile app, and even short video clips in line at the supermarket or in an elevator. While this presents an incredible opportunity for marketers to reach thousands, it’s hard to “cut through the clutter.” Significant thought and care must be given to placement.
Any brand that wants to stay relevant cannot “ignore” emerging forms of media. Some brands argue that participating isn’t important, since their current customers are of a demographic that embraces more traditional forms of media.
For example, if a brand’s current customers are heavy newspaper readers, it makes sense to advertise heavily in print. However, what happens if future predictions come true that print media will die?
Equally, what happens when their customer base (and last “non-digital age” generation) We must continually embrace new changes, and apply them to customers as best fit.
In my opinion, the most significant change our market has seen is a shift towards “two-way” forms of communication. In the past, messages were shared directly from brand to consumer. Now, anyone can write a review of a product and post it on Facebook for the world to see. Or they could equally make a video testimonial and post it to YouTube within five minutes. Anyone can be a “content creator” and this can have a significant impact on your brand. 90% of customers say buying decisions are influenced by online reviews. Not to mention, it completely changes the way that customers interact with brands. Building an authentic and lasting relationship with a customer is entirely possible in our ever-connected society.
We have conversations in real-time with fans and detractors. 72% of customers expect a response to a negative Tweet within one hour.
Our purchase decisions are no longer based solely on traditional advertisements and peer recommendations.
As ABC Creative Group said, “like it or not,” massive changes are taking place. Is your marketing strategy ready for them?