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Creative Targeting of a Redefined Consumer

Dec/Fri | Category: theIdeas | 

 

 

It has been said by many recently that online consumers should no longer be viewed as consumers, but instead, participants. Participants of your brand to be precise.  Consumers wish to be treated as your brand’s lifeline, taking it upon themselves to redefine their role.  I would argue that although the shift is to engagement and participation, they are still consumers and the opportunity to gain loyalty is stronger than is has been in 30 years.

My father mentioned recently that in his youth (1940’s), one simply turned on the radio, opened a print publication, and if you were lucky to have a TV, turned on one of three stations, and were handed only a few brands in each category from which to choose.  Once that decision was made, there was little information that would alter said decision and consumers became fiercely loyal, giving their chosen brand 20 to life.  Brands, like wardens, set the rules and had little to fear.  That is of course until the last quarter of a century when consumers changed brands like celebrities change spouses, driven by the brand’s greed as they oversaturated the market.  To keep a loyal following required a greater effort from brands, which of course did not always pay off.

Today, the anecdotal prison has run amuck and the control of power has been permanently transferred.  Consumers are now in control of what content they engage, eagerly becoming influencers, and are once again becoming a brand’s best advertising.  Yes, if you are the negative type, or run a poor campaign that ignores the key rules of social engagement (like transparency), then this new world should scare you.

For everyone else, this is an enormous opportunity.  Consumers are not only participating in the brands they prefer, but also brands they do not.  Use that to your advantage.  Consumers research others experiences to help form their own decisions.  Use that by rewarding your loyal influencers.  Intelligent marketers will invest heavily into how best to reach their loyal consumers, communicating 1 to 1, empowering them to influence others.

Someone reading this will reply that there is greater risk.  “What happens if there is negative content published?” It will happen, and you must embrace the good with the bad. Figure out what to respond to and what to ignore.  Most importantly, don’t hesitate, or you will be the only one still sitting in your cell while everyone else is out running the joint.

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