Marketing is rapidly transforming into a dialogue between buyers and sellers or collaborative marketing. Crowdtap CEO Brandon Evans on the five trends driving the shift.
It is becoming clear that the future of social marketing, and marketing in general, will be built around collaboration. Social technology has already evolved from a focus on consumer listening to broader social management platforms that help brands build and communicate with their consumers. Now, the stage is set for social tech to begin creating real value for companies through deep collaboration with consumers.
Collaborative marketing will mean that marketers truly shift from marketing “at” consumers to marketing “with” consumers. We have reached a tipping point where a penalty will be paid by those companies who simply view social as a mass communication channel for blasting out messages to a mass audience.
Today, the companies that win are closest to those who buy, use, and advocate for their products.
Five trends demonstrating a shift to collaborative marketing will create the biggest changes and ultimately offer the most significant rewards for marketers:
Marketers are beginning to understand that consumer are not satisfied with just being talked "at", they want to be talked "with." New techology allows companies to start up a new product or service with ease, meaning that there is more competition out there than ever. However, those brands who become connected to their customers become better positioned in the marketplace. Incorporating consumers into the marketing process and allowing them to feel involved helps a company to build brand loyalty. Collaberative marketing is definitely the way of the future.
As a unique approach to the task of marketing goods and services, Experiential Marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer in as many ways ...
Experiential marketing aims to reach the consumer's senses, allowing them to "experience" the product/service for themselves. Using emotions and encouraging thought processes about a product or service is a powerful way to win over customers. Personal experiences are what helps customers to relate to brands and understand what they stand for more clearly. Thoroughly understanding the needs, wants, and feelings of the chosen target market is the key for success in this strategy. Due to the changes in our society, experiential marketing is likely to be adopted by more companies as a strategic way of marketing.