Monday, March 1, 2010
“Content is king” – this statement is used today more and more often, since both offline and online audiences are beginning to look for more relevance, accessibility and transparency from their daily brand experiences.
The days of consumers passively absorbing a TV commercial or a banner advertising – are over. People research their purchases as never before and they read peers’ opinions about brands and products.
Through the Internet, organizations can reach audiences of unprecedented scale at a low cost, but also, for the first time in human history, individuals can make their personal thoughts, reactions, and opinions easily accessible to the global community of Internet users. Thus, websites are becoming more transactional over informational.
Today global audience is facing a rich media production, when common users are becoming media participants as opposed to media buyers (raising blogging trend, video sharing (YouTube), micro-blogging (Twitter) as part of user’s generated content).
Trust becomes a defining factor for accepting market messaging, so that according to latest Mintel study (2009), consumers’ friends and relatives are becoming primary trustworthy sources for product recommendations, as opposed to advertisers.
Mass-media are not regarded today as the only influencers, as consumers themselves are becoming to influence the perception of brands.
4. Cost-effective 2-way Communication:
When used properly digital marketing can identify, target and deliver supporters, translating online Word-of-Mouth into its offline counterpart stream. Also, digital marketing tools have been proven efficient for: brand monitoring, detecting potential crisis communication cases (via online media monitoring), brand positioning, sentiment analysis, product innovation and development, using consumers reviews as free focus group insights in co-creation techniques (e.g. Microsoft Digital Advertising Solutions program looking for innovative ideas, Google’s Contest on Innovative projects, called Project 10100, P&G consumers’ insight program, etc).
Social Media has given consumers tools to participate in online communication platforms in order to create and share their content, whereas marketers are given digital marketing tools to build viable brand experiences, where consumers' voice - matters.
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