2009 will be the year we see a greater interaction between brands and their targeted consumers thanks to social media and influence of the digital platform. The evolution began slowly, but in the last several months, in combination with a fragile economy, companies small and large, emerging and established, are beginning to see that interacting with consumers, rather than talking at them, has a profound effect on sales, brand loyalty and positive word of mouth.
Online shoe store, Zappos is a great example of a company whose success has been defined by a high level of consumer interaction. Their high level of engagement in online social networks has increased the company's visibility ten-fold. In fact, with most companies fearing the blogosphere as the Wild Wild West (still?), or dabbling with half-hearted experimentation in social media, it makes me appreciate CEO's like Tony Hsieh who have made great customer service part of their culture. This approach makes the transition from traditional media to social media much smoother.
Complex communication:
I think the biggest hurdle for brands will be the transition from single layer communications such as advertisements in print and television where they control the message--"This is our brand. This is our product. This is how our product can enhance your life," to multi-layer communications such as thorough product reviews on blogs, B2C interaction on microblogging sites such as Twitter, video podcasting by way of Viddler and so on. It's not a new concept. It's been happening for the past few years, but the fact is that there are still brands out there that won't come near it with a ten-foot pole.
Unfortunately for them, times are changing and they are changing fast. While print and broadcast may still be effective ways to reach your target market, it's not the only way. As customers grow to expect a relationship with the brands they use, there really won't be any other choice. Social media will soon be the primary way to communicate with consumers. You either keep up with the competition or go the way of the dinosaur.
Brand Placement is the new Product Placement:
Rather than be a passive part of a television scene or movie, brands are moving to the forefront as an integrative part of this medium. This practice is becoming very popular with several reality television series' collaborative efforts with fashion publications. Reality show participants often evolve into powerful market influencers throughout the course of the series. Positive interaction with a brand has the potential to inspire the show participants to become brand evangelists and also let consumers see how this brand can be seamlessly integrated into his or her lifestyle.
2009 will be about less talk and more interaction. How will your brand effectively demonstrate the ability to do this in new and unique ways?
Posted by Shannon Nelson on October 25, 2008 2:28 PM
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Comments (3)
Very interesting Shannon.....
I see a lot of interaction going on with the beauty and mom blogs, but how do you think this will impact travel bloggers?
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juliemarg |
October 26, 2008 10:33 AM
Posted on October 26, 2008 10:33
Hi Julie,
Travel bloggers won't be left out of the loop. It gives the different tourist bureau's prime opportunity to connect with a target market. And if they aren't reaching out to you first---set the example and begin contacting them for more information to share with your readers. Get on their radar!
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Shannon Nelson |
October 26, 2008 5:46 PM
Posted on October 26, 2008 17:46
I hope so. Thinking about France, corps are so traditional with social media, looking with an angry eye, generation Y, wasting time on Facebook, and so much apps they find boring...and dangerous for productivity. But times change fast now, and guided by UGC and power of blogs and influential speakers (some of them not official ones!). They start listening more and staring at the horizon, waiting if the signal is not there...Anyway, we (social media invisible fans!), must reinforce and stand for fight again all forms of protectionnism, including business fields, to show how it's interesting now to share and comment, with strong and motivated communities.
Hope 2009 will be this year, I already signs that encourage me in these tracks...Thx for your post and kind regards,
L.
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Laurent Blondeau (evidencesx) |
December 15, 2008 12:12 PM
Posted on December 15, 2008 12:12