We're in the midst of a Digital Revolution.
the pre-digital consumer was relatively powerless and marketing was limited. The old way was a one way message, interruptive and expensive. As there were limited ways of targeting specific demographics advertisements needed to have mass appeal, meaning results and statistics were hard to record.
The last decade has seen the rise of the 'Modern Consumer'. Marketing has become active, connected, open, powerful, mobile and lastly impatient. The birth of the Smart Phone and 3G is, the almost sole, reason for these marketing developments. There's greater choice, supply, logistics, communication channels, speed and efficiency. New marketing is a 2 way interactive platform, brands are able to focus on, and target like-minded people under real time, allowing for a more structured marketing strategy. The real-time, mobile and immediacy of this allows consumers to compare and evaluate which brand they want to buy into. It's now about giving the customer information rather than a hard sell. They must create a dialogue, a relationship with their target market based on consumer research, it now has to be time sensitive and location based in order to not piss anyone off.
This digital footprint does come with pro's and con's however. The research carried out means that we now have no privacy. I don't feel this is a massive issue, but perhaps this is because we have grown accustomed to the 'Big Brother-esq' way of life.
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