For marketers, Web 2.0 offers a remarkable new opportunity to engage consumers and yet, many marketers are still trapped executing traditional marketing tool.
Like it or not, era 2.0 and Social Media tsunami have arrived and effected us in the way we search for information or in way we interact with other people. It’s not business as usual anymore, especially for marketer and brand owners
Only by understanding trends we will be able to win market share, mind share and heart share, here are some changes happened as we speak :
1. Change in consumer habit
A new study by Starcom MediaVest Group, found that Chinese consumers spend significantly 3.25 hours a day online compared to 2.21 hours watching TV.
In US, 65% of people younger than 30 cited the Internet as their go-to source for news, nearly doubling from 34% in 2007.
I myself have not subscribed any printed newspaper or magazine since Y 2007, why reading from printed newspaper as today headline in printed newspaper was on the net yesterday.
2. On line media surpassed traditional media
Y2012 was the first time in U.S. history, marketers are projected to spend more on online advertising than on advertising in print magazines and newspapers.
According to a study released by eMarketer, online advertising is expected to generate $39.5 billion in 2012 sales — a 23.3% increase from 2011 — compared to a sum of $33.8 billion on print.
3. Celebrities brand ambassadors are being replaced by influencer
We’ve seen a lot of on line influencers, from celebtwits to celeb bloggers have more followers, friends, likes than Movie stars. People are seeking for quality of content more than just pretty faces. People put trust on their opinion over celebrities that appeared as brand ambassador in TV commercial.
4. Mass Communication are less effective vs Community Talks
Yes, people are still pretty much turning on their TV when they’ re at home, at least I do, but I’m more “listening” to TV than “watching” it. Furthermore, my brain has been “ordered” to cencor what’s come in, listen only important news and mute TV commercial.
However, the situation is likely very different when community start talking about one brand, people tend to be far more intested to what’s their circle of community talk about, you felt outdated if you didn’t participate in the conversation, worst, if you don’t know what they talked about.
5. The raise of multi channel distribution
Talking about channel distribution used to be very simple, it was just about the manufacturer send the goods to distributors or direct to store and consumers buy from the store, full stop, these days, service and products are distributed through multi channel, I can even order my favourite meals, ayam betutu, direct from Bali to be ready at my Jakarta office by lunch time.
6. Balancing Talk and Listen
It used to be Marketer was a king controlling what, when, where and how he / she communicate the brand to consumer, those days are over. Today a good Marketer has to balance talking and listening, this is the age of 2 ways communication where consumer can and has access to talk freely. Fail to listen will put your brand on risk of being ousted.
What else ?