The landscape of marketing communication in England has changed more in the last five years than in the past fifty. Read and prepare for what lies ahead in your market.
traditional marketing methods are losing their effectiveness at an alarming rate. Advertising, direct marketing events and provide a fraction of the ROI (return on investment) generated just two years ago.
Consumers have changed beyond recognition.
Their behavior is more complex , their media habits are different and they are more open to express themselves. Have a different relationship with brands and are less tolerant and submissive.
Previously, vendors could define their brands targeting different types of consumers. They could do a TV commercial and pass on some major TV shows, where millions of consumers they could see, and the job was done!.
Today, consumers are defining brands, even re-defined. It is no longer good enough to produce a wonderful TV commercial or anything else that exalts the virtues of a brand if the brand claims do not match the actual consumer experience with it.
Today's consumers have much more control, and exchange their experiences good and bad on the web. Sellers must show great respect if they want to have any hope to take their brands.
Moreover, communication channels are exploding and fragmenting.
The term mass media threatens to become past. Audiences are declining because they are giving you more choices, more distractions than before.
is not that interruptive advertising not work, but with a super-proliferation of interruptive communications combined with the fragmented media environment, only the best interruptive marketing can work when combined with large investments.
In the UK three billion pounds spent on advertising. Overall, these numbers increase to one hundred billion in the community of nations.
This is a lot of disruption at a time when consumers are wanting and getting more control over how and when to consume information, entertainment or any other form of content.
Television is in transition from a feudal economy of provision to a market economy demand. Multi-channel television, the Internet and DVDs are disintermediate the traditional role of the issuer.
With 45% of UK homes being multi-channel homes, thirty-two and hundreds of channels available, the hearing is being transformed from spectators to software consumers.
now have other ways to choose the programs they want, as each new digital channel forces the choice rests with the television viewers, eroding their familiar analogue world, where they were grateful for what received.
Traditionally there are ten tools of communication available to the provider:
1.
2. Advertising
3. Merchandising
4. Direct Marketing
5. Sponsorship
6. Exhibitions
7. Packaging
8. Point-of-sales & merchandising
9. Personal Recommendations
10. Corporate Identity
These communication tools constitute the marketing communication mix traditional but each of the ten tools has to do with communications "interrupters", which are financially costly and less effective.
several years , the Web has radically changed the traditional view of advertising and media as we knew. The Web provides an efficient channel for advertising, for marketing and even for direct distribution of certain goods and services, while mobile phone is emerging as another key player in the marketing landscape of rapid change.
In a recent book The Future of Competition: Co-Creating Unique Value With Customers written by CK Prahalad and V. Ramaswamy, the point of view of the authors is that consumers are challenging the corporate logic of value creation.
Encouraged by consumer-focused culture with an emphasis on interactivity, speed, individuality and openness, the consumer's influence on value creation has never been so big and is covering all the points in the value chain.
The real challenge is to adjust to these major changes create a strategic and mutually beneficial to both businesses and consumers. This proposal is based on the notion that consumers can and should become partners in co-creating experiences for the brands they support.
CK Prahalad and Venkatram Ramaswamy quote BMW offering a custom car, shipped in 12 days, with a choice of 26 wheel designs and 123 console options are available the Z3 Roadster.
Dell computers built to order individual have created a phenomenal success for the company, where value is co-created
Interrupt Al Commitment
Until now, advertising has always been based on the interruption.
Whether you're going to work, reading their favorite newspaper, watching TV or simply going about their daily business, consumers are constantly interrupted by messages advertising. But the power of these interruptive messages is waning , simply because there are so many around us.
The more interruptions, more confusion and consequently less power for each individual message in their ability to excel and achieve to be remembered.
No wonder then that the merchants are awakening to a new way to build your brand: n or interruption, but by commitment.
The call Engagement Marketing or Marketing Commitment, becomes a source of entertainment that extends to brands rather than interrupting communication. In simple terms, it comes out of advertising turn and get into the world of content, building assets and property of the brand.
The brands that are creating content for mutual engagement being paid by consumers as an expansion of their daily lives rather than an interruption.
New communication tools involved include ...
- branded content or brand-related content
- Entertainment, Properties info-tainment, edu-tainment
- meaningful brand experiences
- Specialized information services brands including
- vs Sponsorship. passive sponsorship
These visible properties assume that is a value equation for both the business and the customer.
are also displayed on the fundamental principle that marketing should be a conversation rather than an interruptive message in one direction, which depersonalized the relationship and becomes a barrier to communication, just the opposite to conduct a valuable relationship with the customer.
We are witnessing an unprecedented convergence of a number of global industries, such as telecommunications, entertainment, computers and electronics, together with fragmentation and disappearance of the effectiveness of traditional media.
know that consumers are looking for relationships with brands to provide complementary experiences, meaningful and relevant information concerning his loyalty.
we know that brand owners are increasingly recognizing the importance of relationship marketing, integrated and conventional media concluding that brand is no longer the answer.
In terms of Von Clausewitz's era of competitiveness scenarios over. conventional interruptive marketing no longer has the benefit of the authenticity and therefore has little credibility.
The future for brands , must be the creation of content and brand assets.
can create a market space, generating new revenue streams, providing a greater return on investment. Create value for customers by providing information, entertainment, experience, delivery speed and flexibility of distribution.
is also increasingly likely that to create effective strategies, they must be the brand experience that allows the client to connect, to experience and interact closely with a brand.
The rapid adoption and integration of Engagement Marketing strategies can be crucial to success in emerging markets in the near future.
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